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