A cultural clapback

Credit: Etsy

Brands can forge a deep bond with consumers when they connect themselves in a genuine way with something happening in the culture. It somehow makes their messaging seem more personal and real. And as a consumer, when you purchase a brand like that, you’re not just buying a product; you’re making a statement.

Etsy’s new campaign seems like a powerful example. 

The campaign is called “Keep Commerce Human.”  The anthem spot comes across as a clapback at Apple’s controversial “Crush” ad, which some thought celebrated the demise of human creativity. In the Etsy spot, it’s the robot that gets crushed by the indomitability of the creative spirit.

They’re supporting the ad campaign with new creativity standards that clarify the role of the seller – whether they made it, designed it, sourced it, or handpicked it.  All products listed must fit into at least one of those categories. It isn’t a new policy, but “made by,” “designed by,” “sourced by,” or “handpicked by” are now on the listing pages, so it visually drives home the point that there was a human hand somewhere behind the item.

Etsy’s chief brand officer declares, “We want this campaign to be a love letter to [sellers’] passion, grit, and humanity—a stark contrast to the broader trends of mass production.” 

(If you’re interested in cultural branding, I highly recommend the book, For the Culture by Marcus Collins, head of strategy at Wieden+Kennedy, NY and assistant professor of marketing at the University of Michigan.)