Whatnot launched in 2019, has become the largest live shopping platform in the US, UK and Europe, and has invested in its first-ever national brand campaign in the US, blending standard (what we offer) information; a celebrity ambassador New York Giants running back, Cam Skattabo; and a memorable creative quirk (Skattabo busts literally into shows).

Take a Shopping Trip created by indie creative agency, CALLEN, turnsaproduct demo into entertainment, inviting viewers to experience online shopping differently on Whatnot – live, entertaining, community-driven, and full of unexpected discoveries.

The campaign film was directed by  by Vedran Rupic of MJZ also puts Whatnot sellers at the centre of the spot. Their product expertise, personalities, and passion for what they sell highlight what makes live shopping on Whatnot so fun and accessible.

“I was on Whatnot way before I was asked to be part of this campaign. Not only did we have a lot of fun on set, it was awesome to meet some of my favorite sellers in person,” Skattebo stated. “I’d already bought sports cards from Backyard Breaks, so getting to shoot with Nick and Grant was great. Sheryl and Sam from Butcherstar have a restaurant in Sacramento, where I grew up, so we had plenty to talk about. And my mom shops on Whatnot too, so having her in the spot was the best part.”

“The best shopping trips have always been about having fun. They’re about exploring, connecting with people who share your interests, and finding something you weren’t looking for,” added Andy Tu, vice president of Marketing at Whatnot. “There is no Whatnot without our sellers, so bringing them into our first campaign was the goal from the start. Every live show has its own seller, its own community, and its own surprises. Nobody brings more fun on or off the field right now than Cam, and as a Whatnot shopper himself, he was the right person to bring this campaign concept to life.”

The ad will make its television debut during the New York Giants game on Sunday, October 25. The broader campaign will air across major NFL and NBA games this season, alongside Dancing with the Stars, The Voice, and Bravo shows throughout the end of the year. Two more video spots will roll out in the coming months, featuring Whatnot’s fashion and collectibles categories. The campaign will extend across out-of-home in NY and LA, and include streaming, digital, audio, social, and influencer partnership channels.