Etsy has launched a new holiday marketing campaign featuring the iconic character Waldo from the “Where’s Waldo?” series. The campaign, titled “Give ‘I get you’ gifts,” aims to showcase Etsy as the perfect destination for finding unique and personalized gifts. The centerpiece of the campaign is a 60-second commercial filmed in Prague and directed by Tom Speers.
In the ad, Waldo is seen traveling the world and being greeted by large crowds, but he never feels truly understood or connected with anyone. It’s only when he returns home and receives a thoughtful, personalized gift from a friend – a vintage compass with the inscription “I’m glad I found you” – that Waldo feels genuinely seen and appreciated.
Waldo’s heartfelt return home
Heather Larimer, GCD at Orchard, the creative agency behind the campaign, explains, “In showing how gifts can make people feel seen, we thought it would be interesting to use a flat character that everyone thinks they know, but then turn him into a real person that a great friend truly understands and values.”
The campaign will be featured across various media channels, including TV, billboards, and social media. Etsy is also partnering with celebrities like Drew Barrymore, who serves as the company’s “chief gifting officer,” and tennis star Naomi Osaka to showcase their favorite gifts from the platform. This marketing push is part of Etsy’s ongoing efforts to differentiate itself from mass retailers and big-box stores by focusing on handmade, one-of-a-kind items created by independent sellers.
The company recently reported a 4.1% year-over-year revenue increase for Q3, with CEO Josh Silverman emphasizing Etsy’s commitment to maintaining its unique identity and avoiding steep discounts. As the holiday season approaches, Etsy hopes to connect with consumers who value the personal touch and want to give gifts that show they truly understand and appreciate their loved ones. The “Give ‘I get you’ gifts” campaign is a heartwarming reminder that the most meaningful presents are those that come from the heart.
