Orchard Creative, Director Andreas Nilsson Enter Gift Mode To Thank France In Etsy Super Bowl Spot
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Robert Goldrich2200 views
Etsy previewed its Super Bowl ad spotlighting its newly launched Gift Mode™ experience, which is an interactive hub for gifting that combines AI and human curation to help shoppers find the perfect present.
Titled “Thank You, France,” this spot--directed by Andreas Nilsson of Biscuit Filmworks for agency Orchard Creative--puts a spin on that feeling of panic that comes with getting a great gift. It shows how, with only knowing one thing about someone, Etsy’s Gift Mode can help gift easy, taking you from “oh crap” to “ooh lala!”.
In this case, the U.S. has to respond to France’s gift of the Statue of Liberty. That’s a tough present to top. But Gift Mode comes up with something appropriate, capitalizing on the fact that the French love cheese.
David Kolbusz, chief creative officer at Orchard, said, “Starting with the holiday campaign, we’ve been partnering with Etsy to focus on highlighting the various challenges people face buying gifts for friends and relatives. For the launch of their new Gift Mode tech, we wanted to create something special for the Big Game. There’s a lot of pressure making a spot for football’s biggest stage. We wrote a lot of showy scripts - some stunty, others littered with celebrities - but in the end, classic storytelling and a good joke won the day.”
Client Etsy Agency Orchard Creative David Kolbusz, chief creative officer; Laura Janness, chief strategy officer; Jimm Lasser, executive creative director; Heather Larimer, Conor Dooley, creative directors; Patrick Wells, sr. copywriter; Kevin Igunbor, sr. art director; Sarah Garman, head of strategy; Albert Opraseuth, strategy director; Jenn Pennington, head of production. Production Biscuit Filmworks Andreas Nilsson, director; Shawn Lacy, managing director U.S.; Holly Vega, exec producer; Sean Moody, head of production U.S.; Sara Cummins, head of production U.K.; Jay Veal, producer; Henry Selder, director’s assistant; Luke Thornton, production manager; Nicolaj Bruel, DP; Peter Grant, production designer. Editorial Mackcut Ian MacKenzie, Mike Leuis, editors; Zach Gentry, sr. cutting assistant; Gina Pagano, exec producer. VFX/Finishing Bacon X Jonas Drehn, VFX supervisor; Lorene Lescanne, VFX producer; Sam Gilling, colorist. Music KO Music Phil Kay, composer; Andy Oskwarek, music producer. Sound Barking Owl Mikayla Petersen, mixer; Ashley Benton, exec producer