While Etsy is known for holiday gifting, they needed to position themselves as a resource for year-round gifts. So, for their first-ever Super Bowl ad, we were tasked with launching a brand-new, AI-powered feature called Gift Mode that helps you find great gifts based on personas. We took the hidden feelings around finding gifts (panic and anxiety) and reimagined a key moment in history,when France gave America the best gift of all time. Therefore, positioning Etsy’s new Gift Mode as a solution to any gifting conundrum—even reciprocating the Statue of Liberty.

Oh crap. A close friend just got you an unexpected, yet thoughtful gift. Now you’re panicking—what are you going to give them in return? This film depicts a hapless group of American officials attempting to reciprocate one of history’s greatest gifts, the Statue of Liberty, while dramatizing the relatable feeling of anxiety about finding a great gift. As they all panic and stammer, a calm general suggests that all they need is Etsy. And with a little bit of knowledge about the French and a few clicks of a smartphone, America easily turns “oh crap” into a riot of “ooh la las.”

We challenged misconceptions about the craft-centric brand by highlighting our innovation and a commitment to unique and personalized products—and we did it without the help of a single celebrity. The spot aired as the second advertisement ahead of the halftime show during the Super Bowl with over 202.4 million people tuning in to watch at least part of the game this year.