Letgo Made More Hilariously Weird Ads Where People Just Can't Let Go of Their Stuff

Why let go of a winning formula that viewers enjoy, especially when it's helped your client amass 20 million active users for its marketplace app in less than two years? This week, CP+B Miami returns with new ads for Letgo that continue the comic stylings of the brand's Cannes Bronze Lion-winning launch campaign. As in earlier spots, the work focuses on folks who form sentimental and humorously perilous attachments to various cherished possessions. Ultimately, they find buyers for their stuff using the Letgo app. Take, for example, the mom in our first clip. She stubbornly clings to her daughter's rocking-horse chair in the hope of passing it on to her grandchildren. That normally wouldn't be such a big deal, but there's a big-ass tornado bearing down: [kickout id="1"] "The challenge was, 'How do we keep the elements that we feel are working well, while at the same time keep pushing creatively to make sure we're not just making the same ad over and over?' " Jeff Siegel, creative director at CP+B, tells Adweek. At this point, the approach feels familiar, but not played out. We know a punch line's coming, but not how it will arrive, and that puts a fresh spin on things. (Really, did you expect those rocking-horse shoppers to touch down in a storm-blown SUV?) Next, we learn that nothing enhances an avalanche scenario better than an unwieldy shopping-mall arcade game: [kickout id="2"] "As much as we can, we try to recreate conversations that happen in garages and attics all over America, and just set them in ridiculous scenes," Siegel says. "But if you dial up the danger too much, it starts to distract from the relationship between the characters. Finding that balance can be tricky." The high production values are a plus, and they're deployed with great aplomb by veteran Hollywood director Craig Gillespie, who helmed previous effects-driven spots for the brand, including one with a memorably dangerous disco ball. Sometimes, though, fancy-schmancy visuals aren't required. After all, this stuff isn't brain surgery. Or is it? [kickout id="3"] " 'Hospital' was actually shot in an abandoned hospital," Siegel says. "If you close your eyes and imagine how creepy an abandoned hospital is, then add 50 percent, you'll probably be about halfway to how creepy it really was." And what's the deal with that fictional ab-booster belt? "It was a pretty nifty contraption made from a weightlifting belt and a paint mixer," says Siegel. "If you cranked it up it got vibrating pretty fast. I don't know if it did anything for our actor's core, but he did say it gave him a little bit of lower back pain." CREDITS Client: Letgo Agency: CP+B Miami Chief Creative Officers: Marcos Medeiros, Andre Kassu Executive Creative Director: Tom Adams Creative Directors: Jeff Siegel, Alvaro Ramos, Marcelo Rizerio Copywriters: Luiz Paccillo, Jon Colón, Guy Olson Art Directors: Mihail Aleksandrov, Carolina Perez-Siam, Samantha Hodian Group Account Director: Claudia Machado Account Director: Tammie Degrasse-Cabrera Content Manager: Cristina Flores Director of Content Production: Kate Hildebrant Executive Business Manager: Katherine Graham-Smith Senior Producer: Ian Kelly Junior Producer: Jessica Piele Production Company: MJZ Director: Craig Gillespie Producer: Deb Tietjen Executive Producer: Emma Wilcockson Edit: Exile Editor: Eric Zumbrunnen Executive Producer: CL Weaver Producer: Brittany Carson Assistant Editor: Ben Insler VFX/Finishing: EightVFX Executive Producer: Baptiste Andrieux, Shira Boardman Head of Production: Juliet Tierney Producer: Saima Awan Creative Director: Jean-Marc Demmer VFX Supervisor: Philip Ineno Flame Compositor: Paul Heagney CG Lead: Yann Mallard CG Supervisor: Aryel Melek-Shalom VFX Coordinator: Evan Kantor Telecine: Company 3 Colorist: Siggy Ferstl Producer: Matt Moran Sound Design/Mix: Barking Owl Sound Sound Design/Mixer: Morgan Johnson Producers: KC Dossett, Ashley Benton Music: JSM Music Creative Director: Joel Simon Executive Producer: Jeff Fiorello

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Letgo Made More Hilariously Weird Ads Where People Just Can't Let Go of Their Stuff

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