Y&R Imagines the Sad Wasteland of All Those Shopping Carts You’ve Abandoned Online

RetailMeNot ads aim to close the sale

Do you ever abandon an online shopping trip mid-search, only to discover your potential purchases weeks or months later, still languishing in the cart?

Online discount code hub RetailMeNot and agency Y&R New York bring that image to life in a new ad called "Carts," one of two new spots aimed at raising awareness of site features beyond promo codes.

(UPDATE: Some are saying the "Carts" spot is overly similar to a 2015 campaign for ad tech firm SteelHouse. Details and Y&R's response are below.) 

Y&R says its mission was "to transform the brand's position from a coupon aggregator to a tool that empowers more confident shoppers," resulting in the "Carts" spot and a brick-and-mortar example called "Handbag." In the second spot, a shopper overcomes her retail-price angst thanks to a discount from RetailMeNot's mobile app.   

Check them both out below:

 

UPDATE: The creative team behind a September 2015 campaign for ad tech company SteelHouse says Y&R's "Carts" spot is unnervingly similar to their "Save the Carts" spots, which you can watch below.

Asked about the similarity, Y&R sent AdFreak the following statement: "We didn't see the communication in question. An abandoned shopping cart is an iconic retail image that countless people adapt and use in their own way precisely because it is iconic. No cloak and dagger here."

CREDITS

Client: RetailMeNot
Chief Marketing Officer, North America: Marissa Tarleton
Senior Brand Marketing Director: Scott Sundheim
Brand Marketing Manager: Kristen Larrea             

Agency: Young & Rubicam

Chief Creative Officer: Leslie Sims                              
Senior Vice President, Creative Director, Art Director: Fern Cohen
Senior Vice President, Creative Director, Writer: Margot Owett 
Director of Integrated Production: Greg Lotus 
Executive Content Producer: Mathieu Shrontz
Senior Business Affairs Manager: Erin Levine
Executive Vice President, Global Client Leader: Joe Rivas 
Senior Strategist: Alex Burke   
Account Supervisor: Megan Falcone
Project Manager: Pat Woodward

Production Company: Chelsea Pictures                           
Director: Jack Cole              
Partners, Executive Producers: Allison Amon, Lisa Mehling                      
Executive Producer: Jonathan Gribetz                   
Head of Production: Adam Guliner                         
Line Producer: Clint Caluory                          

Editing: PS 260
Editor: Maury Loeb                            
Senior Producer: Laura Lamb Patterson           

Music:
"Carts": Limebeat
"Handbag": MAS Music and Strategy

Sound Mix: Phil Loeb, Heard City