Etsy’s love letter to human craftsmanship in a tech-obsessed world

In our increasingly automated, tech-obsessed world, Etsy has issued a battle cry: “Keep Commerce Human.”

The new campaign, from agency Orchard Creative, highlights the human side of the brand, with real salespeople starring in the ads. It includes a TV spot, billboards and social media channels in the US and UK, as well as during the Paris Olympics.

Etsy released the piece today, the same week it promoted Brad Minor, former global head of brand marketing and communications, to its first chief brand officer.

The message is an antidote to the marketing of other tech giants like Apple, which came under fire in May for its “Crush” ad, which featured creative tools and objects being flattened by a hydraulic press. While Apple’s ad stoked people’s fears that technology is destroying creativity, Etsy wants to illustrate why human creativity has never been more important.

“Our sellers are the heart of our marketplace, and their unique human touch is what makes Etsy, Etsy,” Minor said in a statement. “We want this campaign to be a love letter to their passion, courage and humanity – a stark contrast to the general trends of mass production.”

The television commercial is an ode to these salespeople. Featuring music by Oscar-nominated composer Jerskin Fendrix, the commercial begins with the question: “What does a robot know about love?”

“How can we translate this leap in the human heart into something we can see and hold?” the poetic voice-over continues. “The fingerprints we leave behind show how determined we are to give the world a piece of ourselves.”

Meanwhile, artisans are shown shaping clay, chopping wood or sewing fabric – images that are juxtaposed with the final shot of a robot torn to pieces.

Billboards in New York and London are putting manufacturers such as designers Paulien and Dejvi and jeweller Juliana in the spotlight.