The creation comes from research showing that 60% of respondents never pursue their ideas due to lack of resources. Fiver maintains that its members can provide such expertise, a point made in Anthem: 60 through the narration of actors describing video editors, UX experts and content creators ostensibly engaged via the service.

While not made clear in the spot, these true Fiverr freelancers contributed to the campaign:

The push represents a change of tone for Fiverr, which focused on real small businesses in commercials last year. Here, however, the marketer adopts sitcom-style storytelling, evoking Seinfeld’s ‘nothing’ ethic of a generation ago.

“The concept of ‘Brand Nothing’ replaces any idea, product, service or business idea,” said Duncan Bird, Fiverr vice president of brand management. “You can take any idea and with the right independent support and make it possible.”

“We know the concept is a bit abstract,” he concedes. “We want people to step back after seeing it and take a moment to think about it and watch it again. This is meant to spark conversation and intrigue with the audience.”

“Something From Nothing” sounds like AmEx’s fun ads that focus on fake SMEs and pursue a recent category shift from the intense small business themes we saw in the Covid era. (Although more work in this well-exploited vein will surely surface soon enough.)

“We want anyone with an idea to feel inspired to take the plunge and do something to bring that idea to life,” Bird says. “Whether you need someone to help you with graphic design, merchandise design, SEO optimization, video editing or other services, you can find the right Fiverr freelance writer to get your idea across. at the top level. “

CREDITS

Fifth
Gali Arnon, Marketing Director
Duncan Bird, Vice President of Brand Digital Marketing
Liron Smadja, Senior Director of Global Brand Marketing
Matthew Clunan, Senior Director of Global Brand and Digital Marketing
Rebecca Fox, Senior Brand Marketing Director
Nadav Barkan, Head of Design
Tal Moravkin, Creative Director
Colin Miller, Senior Brand Designer

OstrichCo | by The Network! – Agency
Patrick Scissons, creative
Christina Yu, designer
Devin McGregor, creative
Oli Handlos, creative
Julie Marsh, business manager
Natalia Winardi, producer

OstrichCo | by The Network! – Film production
Ostrich, director
Adam Marsden, Director of Photography
Ian Webb, executive producer
Sara Alfaro, production manager
Shannon Barnes, executive producer
Paul Moyer, post & VFX producer
Mark Driver, colorist and VFX artist
David Fiorentio, online editor
Joseph Murnaghan, Technical Director
Arvind Sond, VFX artist
Helen Thach, VFX artist
Sam Javanrouh, animated graphic designer
Shadi Didi, motion design artist
Erin McLaughlin, Post Assistant and VFX Producer

Saints Editorial
Tory Osler, executive producer
Ross Birchall, editor
Paula Hicks, Associate Editor
Corinne Grans-Wood, editing assistant
Jake Heise, Associate Editor

Aubergine Collective – Music & Audio
Nicola Treadgold, executive producer
Adam Damelin, partner / producer
Nathan Handy, sound engineer
Nick Grimshaw, composer