Waldo Finally Feels 'Seen' in Holiday Ads From Etsy

Orchard's campaign views the world from Waldo's perspective

“Where’s Waldo?” That’s all anyone wants to know.

Now, in a charming holiday campaign from Etsy and creative agency Orchard, we learn a bit about the famous character, too.

In a :60 directed by Tom Speers, viewers discover that Waldo loves traveling and large crowds—but most people never try to connect with him deeply or truly engage. What’s inside this man? Those closest to Waldo know.

He returns home, and a friend gifts him with a vintage compass. “I’m glad I found you,” reads the inscription. Aww. Definitely a gift in tune with the brand’s tagline: “I get you.”

Creative will run across TV, billboards and social media.

“In showing how gifts can make people feel seen, we thought it would be interesting to use a flat character that everyone thinks they know, but then turn him into a real person that a great friend truly understands and values,” says Heather Larimer, GCD at Orchard. “It was so fun to use a beloved character in a totally new way. To make him a real person, with full emotions and a vivid presence.”