Client: cricut
Over the past few years, Cricut’s OTT ads leaned heavily into sales and product-focused messaging. We decided to pivot from this approach, and instead of jumping straight into product features, we connected emotional benefits with an inspiring call to action: make something for someone else. We realized that the delight of giving often outweighs the excitement of simply creating something new.
While I can truthfully say this is not inspired from personal experience, I had the joy of concepting the idea. This spot ended up outperforming all other seasonal content and even set records for that time period — a sign that the shift really resonated.
credits
CD/CW: Joe Furmanek
AD: Sophie London
Production: Cricut