Advertising for anyone

New York – Second-hand market app Letgo helps users to drum up interest in their unwanted goods with their own big-budget advert.

• The new feature of the Letgo mobile app lets users create their own shareable content
• Since its launch, the Letgo Commercializer has produced more than 100,000 customised adverts

Sellers can choose from four tongue-in-cheek versions of advertising archetypes – shopping channel, pharmaceutical, 80s action and perfume – for their own campaign. The Commercializer uses techniques including image-blending, motion-tracking and colour-correction to realistically integrate a user’s product into the videos, directed by Matt Villines of Saturday Night Live and comedy directing duo Matt & Oz.

‘With this handy innovation, all the magical selling power that used to take months to dream up and cost millions to produce can now be unleashed free with a couple of clicks on the seller’s smartphone,’ says Jay Gelardi, executive creative director at agency Crispin, Porter and Bogusky Miami, which developed the campaign. ‘Commercials have never been so cost-effective.’