E-commerce platform Shopify is making product placement the centerpiece of its new ad campaign—specifically, products from many of the independent stores and online shops that use it to make sales.
In fact, everything in the spots—including furniture, food, props, lights, plants and wallpaper—is sourced from Shopify merchants. In each of four videos, what begins as an ad for one particular merchant morphs into an ad for many others, and for the platform itself.
As Akosua Asare, founder of wig shop Essence Luxe Couture works on hairpiece, pop-ups proliferate. Her apron is from Olivia Garden and her work table is from Tulip Table. A nearby candle from Boy Smells sits atop a cabinet from Centuria Vintage.
The campaign is a joint development between R/GA and Shopify’s internal brand team. Videos are running in TV, digital, social, out-of-home, streaming audio and podcast placements through March.