Etsy Says “I Get You” In 2025 Holiday Campaign

Etsy has launched its 2025 Holiday campaign with a heartwarming reflection on what it truly means to feel seen by the people who matter the most.

Created by New York indie agency Orchard, the campaign titled ‘Gifts that Say I Get You’, builds an interconnected world within a school community, where people’s unique qualities – from a tendency to tap on the desk to repeating the phrase “Chins Up” – are recognised as an opportunity for a personalised gifting moment.

The hero spot, ‘Little Drummer Boy’, follows a young boy called Alex, who, no matter where he goes or what he’s meant to be doing, cannot stop tapping. Instead of reprimanding him for fidgeting, his teacher realises his musical potential, gifting him a set of personalised drumsticks so that he can drum out rhythms to his heart's content.

Two accompanying spots ‘Crossing Guard’ and ‘Coach’ feature characters from within the same world. In ‘Crossing Guard’, Wendy, a committed yet often unnoticed school crossing guard is recognised for her diligence with a personalised jumper to keep her loyal dog, Bruce, warm on cold winter mornings.

Meanwhile, in ‘Coach’ a football coach is recognised with a personalised hat adorned with his signature “Chins Up” phrase, celebrating the winning spirit, determination and encouragement that he brings to his team.

The campaign builds on last year’s ‘Where’s Waldo’-inspired campaign, said Etsy’s CMO Brad Minor, in a blog post about the work. “Through three interconnected stories, we build on last year’s tale of Waldo, someone who’s always being searched for but rarely truly seen. This year, we turn the focus to the people around us, showing that recognising others is one of the most meaningful gifts we can give – something only an Etsy gift can do.”

He added, “This campaign is really about the simple, powerful act of being seen. We were inspired by the concept of ‘sonder,’ the realisation that everyone around us has their own story - their own quirks, routines, and quiet impact. By focusing on the people who often fade into the background, we wanted to remind viewers that the holidays are about recognition, not perfection. That’s what Etsy does best: helping people express thoughtfulness in a way that feels deeply personal and human.”

Heather Larimer, executive creative director at Orchard said, “Holiday advertising largely relies on overblown ‘magic’ and shimmery spectacle. But Etsy is a brand founded in one-on-one human interactions around very special items. So, our holiday campaign needed to reflect Etsy’s thoughtful essence in a noisy time of year. We created a campaign that felt real and human-scale, rooted in simple, honest storytelling. It shows what’s most beautiful about holiday gifting – which is not extravagance, but human understanding, making another person feel truly seen and valued.

The work rolled out on November 3rd across TV, digital, social media, OOH, and more, with additional ads and influencer partnerships helping buyers to feel seen with original gifts and savings from Etsy.