Oberland has launched a new campaign for Michaels, which specializes in handmade creations, such as earrings, socks, purses and pillows. All are available at MakerPlace, the company's online ecommerce platform.

The 30-second spot, "Respect the Handmaid," targets creators and illustrates how Michaels, "a new marketplace made for handmade," builds a community and encourages them to join. Flexible membership options are available.

Handmade puppets star in the whimsical spot, happily singing the Aretha Franklin hit "Respect." 

Lisa Topol, executive creative director-managing partner Oberland, said: "The campaign's purpose centers on respecting and supporting small, independent businesses and the people who buy from them. As a small business, that really resonated with us."

The agency's client list includes Velcro, E.L.F. and The Nature Conservancy.

The Michaels Companies operate more than 1,300 stores in 49 states and Canada.