Kit Kat - "The Break Brothers"

Too often, we give the least to the people who deserve the most: our friends. While we go all out for life’s biggest milestones—weddings, baby showers, retirements—birthdays, the everyday moments that celebrate the people who bring us the most joy, often feel like an afterthought.

Etsy's latest ad spot “Don’t Celebrate Birthdays,” launching today across TV and social media channels, highlights the power of a truly thoughtful gift—the kind that makes you feel seen and appreciated. Because only on Etsy can you get a gift as special as the person you’re celebrating. In fact, there are four searches for birthday items on Etsy every second.

At its heart, our new creative is a warm and joyful reminder of what makes Etsy gifting different—the deep emotional connection behind every purchase and the moment a present isn’t just a present, but a clear declaration of “I get you.”

1. The spot opens at a birthday party, ironically impersonal: a blur of small talk, standard gifts, and predictable celebrations.
2. But for Julia, the moment transforms as her friends start presenting gifts that feel undeniably personal—ones that reflect her unique personality in a way mass-market gifts never could.
3. As each present is revealed, an emotional crescendo builds, culminating in a powerful realization: through these gifts, Julia truly feels understood and connected to her loved ones.
4. And that’s the magic of Etsy—the unmistakable human touch behind every purchase.

Building upon our latest holiday campaign and TV spot ‘Waldo,’ this spot reinforces the idea that an Etsy gift isn’t just a transaction—it’s a meaningful moment of connection.

This campaign is part of our continued investment to make Etsy synonymous with gifting—not just for seasonal retail moments, but for everyday celebrations, which make up half of all gift purchases on Etsy.