StubHub Wants You to Stop Microwaving Sad Dinners and Experience Events Instead

Its rebranding effort includes a new logo

We've all been there: microwaving leftovers and spending time on the couch instead of going out and enjoying live concerts or sporting events. StubHub is encouraging people to do the latter in its new brand identity campaign, which launches today.

TV spots show the anticipation leading up to live events like a ballet, baseball game and boxing match, contrasted with a guy in a dark apartment microwaving the aforementioned dinner. StubHub, the commercial says, is "your ticket out."

"The guy in the spot is a guy like any of us," said Jennifer Betka, CMO at the ticketing company. "It's talking about the human truth about the effort it takes to get out. It's about prodding people to say, 'Why not go out tonight?'"

StubHub's rebranding effort includes its first global marketing campaign and a new logo with a broader color palate, designed to give the company flexibility to work with more brand partners and attract a bigger audience.

"The wider color palate represents events from an Adele concert to a boxing match, to make sure we're connecting with audiences across genres," Betka said. "It takes us out of the transactional space and builds on the fact that what we bring is more than a ticket. We bring opportunities of a lifetime."

The rebranding effort also should help StubHub stay competitive in the growing landscape of ticketing apps, she added. "Our competitors are more transactional—they're more about discounts and transactions. We can make the transaction happen, but we're also the place that people know they can go to when they want to go [to an event]," she said. "It very much modernizes our identity, and it puts the emotion of going to live experiences in the foreground."

CREDITS

Client: StubHub
Agency: Goodby Silverstein & Partners
Title of Creative Work: Your Ticket Out

Client
President: Scott Cutler
CMO: Jennifer Betka-Wakeford
Director of Global Brand Studio: Connie Chen
Brand Manager: Devon Nicholson
Senior Integration Marketing Associate: Isabel Sosa
Co-Chairmen: Jeff Goodby and Rich Silverstein
Executive Creative Director: Margaret Johnson
Creative Director: Danny Gonzalez
Creative Director: David Suarez
Copywriter:  Simon Bruyn
Art Director: Andrew Livingston
Copywriter: Alex Flint
Art Director: Nick Spahr
Copywriter: Steve Nass
Art Director: Nomi Malik

Production
Director of Production: Tod Puckett
Senior Broadcast Producer: Leila Gage
Agency Music Supervisor: Todd Porter
Sr. Art and Print Producer: Bethanne English

Design
Design Director: Chris Peel
Designer:  Kelly Malka

Account Services
Managing Partner: Derek Robson
Worldwide Group Director: John Coyne
Account Director: Melissa Buck
Account Manager: Rosie Breen
Assistant Account Manager: Matt Korman

Brand and Communication Strategy
Director of Communication Strategy: Christine Chen
Director of Communications: Meredith Vellines
Deputy Director of Brand Strategy: James Thorpe
Brand Strategist: Kirstie Maryott

Business Affairs
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Heidi Killeen
Production Companies

Production Company: Reset Content
Director: Martin Werner
Director Of Photography: Rodrigo Prieto
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall and Jen Beitler
Head of Production: Amanda Clune
Line Producer: Timory King

Editorial: WORK
Editor: Rich Orrick
Assistant Editor: Keith Hamm
Executive Producer: Marlo Baird
Producer: Jamie Lynn Perritt

Color: SHED LA
Colorist: Yvan Lucas
Executive Producer: Patrick Ready

VFX: The Mill
Senior Executive Producer: Sue Troyan
Producer: Antonio Hardy
Associate Producer: Karina Slater
Senior Flame Artist  Bill Higgins
3D Lead: Ed Boldero
VFX Supervisor: Matthew Longwell
3D artists:  Chris Goodrich, Ziye Liu, Katie Yoon, Mark Wesler, Hassan Taimur
Matte Painter: Gillian George
2D artists:  Timothy Crabtree, Steve Gibbons,Kelsey Napier, Ben Smith, Yukiko Ishiwata

Music/ Sound Design/ Mix:  Barking Owl
Creative Director/Partner: Kelly Bayett
Producer: Ashley Benton
Sound Designer:  Michael Anastasi
Mixer:  Morgan Johnson

End Tag Graphics:  We Are Royale
Executive Producer: Chris Volckmann
Creative Director: Brien Holman
Animator: Mike Humphrey