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

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." [jwplayer pXYgO6tT-1kT9Z8rj] 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

Brand Marketing

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

Its rebranding effort includes a new logo

Christine Birkner

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Christine Birkner