Etsy is leaning further into its positioning as the destination for thoughtful, personalized gifts with a new holiday campaign that highlights the power of feeling seen.

The work unfolds across three interconnected TV spots created by Orchard Creative.

The 60-second ad, “Drummer Boy,” reimagines the classic Christmas carol through the story of a young boy who can’t stop tapping—on his desk in class, on a soccer goal post, even while crossing the street. His parents worry about the habit until his teacher helps channel it, gifting him a set of drumsticks in a custom pouch.

Characters from that spot take center stage in companion 30-second ads. One shows students giving their coach a hat embroidered with his trademark phrase, “Chins up!”, while another features the crossing guard receiving a sweater for her dog.

“Holiday advertising largely relies on overblown ‘magic’ and shimmery spectacle. But Etsy is a brand founded in one-on-one human interactions around very special items,” Orchard executive creative director Heather Larimer said in a statement. “Our holiday campaign needed to reflect Etsy’s thoughtful essence in a noisy time of year. We created a campaign that felt real and human-scale rooted in simple, honest storytelling.”

Etsy and Orchard explored a similar theme of being seen last year with the more whimsical “Where’s Waldo?” holiday campaign.

This year’s effort spans TV, out-of-home, social media, digital, influencer partnerships, and on-site placements.