As Etsy marks its 20th anniversary, it’s unveiling a new phase of its brand campaign that leans into a growing tension in the current shopping landscape: in a world of endless sameness, mass production, and convenience-driven purchasing, people are hungry for something different. This moment brings into sharp focus the mission that has guided Etsy from the start: Keep Commerce Human. Airing on 1st July, Etsy’s new TV spot 'What it Takes', from Orchard and Love Song director Will Dohrn shifts the attention from what is being sold to how -- and by whom. While last year’s campaign celebrated the emotional joy of discovering something special, this year’s is a tribute to the effort, intention, and creative force behind it.