Its #JetSpree campaign features quick comic creations based on the contents of customers' carts
Since its launch in July, well-funded startup Jet.com has created a stir in the world of e-commerce, taking on Amazon with $50 memberships that offer "the web's best price on more than 10 million products."
To underscore the speed of its deliveries and the variety of its wares, Jet on Wednesday unveiled a new campaign that features video comedy based on the contents of customers' carts.
Created by SS+K and starring comedian Tom Scharpling, the cornucopia of commercial comedy riffs off purchases made by customers who give Jet permission to address them by name and make fun of their carts. A barbershop quartet, a yodeler, a CGI pig and a double-dutch jump-rope team are just a few of the performers enlisted to celebrate Anu, Brad, Bonnie, Lindsey and countless other buyers on Jet's YouTube channel.
The mix of customer participation and real-time video recalls Wieden + Kennedy Portland's 2011 work with Old Spice spokesman Isaiah Mustafa. The actor answered 186 questions sent by viewers in the course of a day.