• by Danielle Oster , July 8, 2024

Swap, a leading ecommerce operating system (OS) for D2C brands founded in 2022, debuted its first-ever TV commercial today, kicking off its debut global campaign.

The ad, entitled “Swap House,” is running across Amazon Prime, Hulu, and DirectTV over the course of three months, as well on YouTube, LinkedIn, and Meta’s social channels. While the backend ecommerce partner might not have the same visible profile as front-facing DTC platforms like Shopify, “Swap House” underscores the benefits of Swap’s ability to help brands keep D2C retail logistics under one roof.

Swap House” utilizes a visual metaphor and playful animation to illustrate the approach, while poking fun at competitors in the space. “This commercial gets to the root of the problem facing e-commerce brands today. When I see people on LinkedIn talking about ‘an idea tech stack’ the list is longer than a CVS receipt. It’s unrealistic for brands to spend significantly on point solutions that give you different data points and don’t work together, especially in this macroeconomic retail climate,” Swap CMO Juan Pellerano-Rendon said in a statement.

The global campaign follows, and builds upon, a recent rebranding for Swap, aimed at helping it stand out in an ecommerce logistics category full of branding that lacks personality, according to the company.

Swap selected a carrier pigeon as its new brand mascot -- a strategic decision inspired by “the rich history of shipping logistics” and intended to signify the “speed, loyalty, and reliability” of Swap’s solutions, according to the brand, as well as the urban environments where many of its brands operate. Its rebranding was designed to meet a core audience of fashion founders and other D2C brand decision-makers with a modern design that isn’t overly serious.