American e-commerce company Etsy just launched a campaign ahead of its advertising debut in this year's Super Bowl.
The commercial is promoting the retail platform's new "Gift Mode," an AI-powered feature that helps buyers choose a present from the 100 million products within Etsy's catalog.
In the short 30-second spot titled "Introducing Gift Mode," two women dressed as cowgirls are hiding inside a giant cake as a party host sings "Happy Birthday" from outside.
"I'm starting to think this was a bad idea," one of them shares, and the other agrees.
The same woman whips out her phone to show her friend Etsy's new Gift Mode, which she believes would have given them a better gift idea – a lot better than themselves inside a cake.
After finding something "cowgirly" in the app, her partner grabs the phone from her to get a better look, and the two fight. This causes them to crash out of the giant cake they are in, revealing the big surprise.
"There's people in the cake," the host shockingly announces.
"Don't panic. Gift easy with Gift Mode," the spot ends.
Made with creative agency Orchard, a 15-second version of the spot was aired during the AFC Championship Game, which took place on Sunday.
Editing by Katherine 'Makkie' Maclang