Etsy’s Waldo ad balances humour and sentiment

Etsy’s Christmas ad, featuring a bloke dressed as Waldo of ‘Where’s Waldo’ fame, is understated, fun and on brand, mostly.

Is it just us or are we getting Christmas ad overload this year? As more and more brands enter the ‘household name’ territory, they too feel an onus to get involved in the festive frivolity.

Etsy has entered the fray with a 2024 Christmas campaign, developed by Orchard Creative, which takes a heartwarming approach by featuring Waldo (known as ‘Wally’ outside North America) from the classic ‘Where’s Waldo? series.

Titled ‘Waldo Anthem’, the campaign follows Waldo's journey around the world as he becomes increasingly jaded by crowds, only to find true recognition and connection through a personalised Etsy gift upon returning home.

The ad highlights the theme of “I get you” gifts, which chief brand officer Brad Minor describes as presents that make recipients feel truly seen and valued.

In addition to the main Waldo storyline, the campaign showcases emotional moments, including a spot focused on an Etsy seller who crafts a custom ornament for a family grieving their beloved pet. The campaign, directed by Heather Larimer at Orchard Creative, spans TV, social media, billboards, and experiential pop-up shops.

Our take

We like how Waldo’s humility and vulnerability give him an air of pathos, despite the fact that his choice to wear the famous Waldo costume is entirely of his own doing. The take home message about the rarity and uniqueness of Etsy’s products also plays well, given that the store specialises in more unusual items.

More ambiguously successful is the portrayal of Christmas crowds. The hecticness the character feels when outside is intended to position Etsy as a relaxing alternative to missioning it through the busy streets to find a gift. The cinematic, perfectly lit streets and smiling faces, however, make a case for leaving the house to soak up a bit of the Yule Tide spirit.