Etsy campaign turns Christmas shoppers into savvy spies

The online retailer’s Christmas ads by Orchard use the Mission: Impossible theme song as the backdrop to some gift-related detective work

Etsy’s holiday campaign, Your Mission, highlights a recurring dilemma: that when buying gifts, even the people closest to us can sometimes feel like strangers.

Running in the US and the UK, the witty campaign borrows the Mission: Impossible theme song for four spy-themed ads, which follow Christmas shoppers searching for intel that might help them know what to buy, whether for a long-term partner or a six-year-old niece.

The song’s structure works nicely with the lyrics, which come together to create some highly relatable comedy gems.

The ads were directed by Steve Rogers at Biscuit Filmworks, who has shown his range over the past 12 months with quietly moving ads for Cadbury and John Lewis & Partners, and humorous spots for Heinz and Hornbach.

Agency: Orchard
CCO: David Kolbusz

Executive Creative Director: Jimm Lasser
Creative Directors: Heather Larimer, Devon Hong, Conor Dooley
Senior Art Director: Perry Morton
Copywriter: Grady Linnihan
Director: Steve Rogers
Production Company: Biscuit Filmworks