Waldo discovers the meaning of thoughtful Christmas giving in Etsy’s Christmas commercial by Orchard. After years and years of people wanting to know “where’s Waldo”, he finally feels seen. After travelling the world, being spotted everywhere he goes, it is only when he comes home and receives a personalized Etsy gift from his best friend that he understands the feeling of true connection.
What is especially remarkable about this campaign is that while Christmas campaigns have covered a handful of emotions, over and over, this one – “I get you” – is all new and owned by Etsy.
The commercial is supported by OOH and social that captures the moment of connection when you give someone something that understands the person receiving it.
“We wanted to create a campaign that captures the emotional magic of meaningful gift-giving – how Etsy sellers create gifts that make people feel truly seen and understood,” stated Brad Minor, chief brand officer at Etsy. “Waldo is such an iconic character, someone who’s always being spotted in a crowd but never truly known. That insight sparked the creative idea to flip the narrative – what if this holiday, Waldo finally felt seen for the first time? Our holiday campaign highlights how Etsy sellers aren’t just making products, they’re creating moments of connection. Whether it’s Waldo feeling recognised or stories inspired by real sellers, our creative shows how thoughtful, original gifts can make people feel celebrated by those who know them best.”
Christine Taffe, creative director at Orchard Creative, added, “We, along with our director Tom Speers, wanted to step into Waldo’s life and share his experience. To see Waldo’s world not from the book’s bird’s-eye view, but Waldo’s view. That meant we spent most of our storytelling focused on how interactions with Waldo happen and feel, showing how his days are peppered by people excitedly finding him around the world. All eyes are on him but no one ever stops to ask how he is, or who he is. Which again, makes the Etsy gift he gets from his friend Wenda, someone who really knows him, feel like home.”
The campaign launched on November 1 in the US and the UK. It will run on national TV, streaming/OTT/VOD (such as Netflix, Hulu, Prime), digital video, and social video such as YT (all markets) and Meta. Out of home ads will appear in NYC and Washington DC in the US and London, Birmingham and Manchester in the UK.
Heather Larimer, group creative director at the agency, noted, “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. It was so fun to use a beloved character in a totally new way. To make him a real person, with full emotions and a vivid presence.”
Credits:
Brand: Etsy
Creative Agency: Orchard
Chief Creative Officer: David Kolbusz
Creative Director: Heather Larimer
Art Director: Dohyun Lee
Copywriter: Christine Taffe
Chief Strategy Officer: Laura Janness
Founder: Laura Janness
Chief Executive Officer: Barney Robinson
Founder: Barney Robinson
Head of Strategy: Sarah Garman
Head of Production: Jenn Pennington
Executive Producer: Jenifer Ruske
Account Director: Brooke Tudeen
Production Company: Smuggler
Director: Tom Speers
Founders: Patrick Milling-Smith & Brian Carmody
Managing Director: Sue Yeon Ahn
Executive Producer: Drew Santarsiero
Head of Production: Alex Hughes
Line Producer: Alex Hughes
Director of Photography: Monika Lenczevska
Production Service: Unit + Sofa
Producer: Tereza Kalová
Production Manager: Kristýna Klozarová
Coordinators: Marije Špičáková & Eleonora Budková
1st AD: Frantisek Frankie Rezek
Production Designer: Henry Boraros
Post Production: Significant Others
Managing Director: Justin Brukman
Executive Producer: Alyssa St. Vincent
Head Of Production: Alexandra Leal
Executive Creative Director: Dirk Greene
Graphic Designer: Phil Brooks
Flame Artist: Nico Johnson
Producer: Kyla Amols
Post Prodcution & VFX: BaconX
VFX Supervisor: Jonas Drehn
VFX Supervisor: Jan Tvilling
Executive Producer: Lars Wagner
VFX Producer: Daniella Strand
Compositing Lead: Oliver Buus
Editorial: Rock Paper Scissors
Editor: Paul Zucker
Edit Assistants: Alex H. Liu & Ashley Tantillo
Managing Director: Eve Kornblum
Head of Production: Cynthia Laplaige
Executive Producer: Justin Kumpata
Producer: Whit Johnson
Sound: Barking Owl
Managing Director: Carol Dunn
Executive Producer: Ashley Benton
Producer: Jenna Pangilinan
Sound Designer: Mikayla Petersen
Sound Mix: Mikayla Petersen & Henry Gilchrist
