Hollar.com "Bottomless" (2017) :30 (USA)

This spot was created by digital production company Off Abbot based in Venice, CA. Hollar.com is yet another internet delivery startup that delivers stuff to people who are too busy to go out and buy it themselves. Presumably people are so busy, and yet tethered to their mobile phones, this is the only way they get acquire various goods and sundries. In it, we watch as a woman falls into a crazy deep cardboard box of stuff until she ends up in a snow covered land with penguins. Why? I have no idea. It's a pretty bland spot that could be for any service including Amazon, and doesn't do much to explain why I should use Hollar.com over any other service. The star of the spot sounds like the's reading off the brief to let us know all of the things Hollar.com carries, but again without giving us one reason to care. What's worse is there is so much branding in the spot, from the box to the watermark, to the way they "mention the brand three times." I always thought digital start up companies were disruptive, but I've heard AM radio spots that are less stereotypical.

Ad Agency: OffAbbot, Venice, CA
Creative Directors: Adam Goldstein, Frank Samuel, Jeff Reed
Production Co: OffAbbot, Venice, CA
Executive Producer: Justin Towery
Editorial: Spotwelders, Venice, CA
Editor: Erin Nordstrom
Post/VFX: Brickyard, Santa Monica, CA
Audio Post: Eleven Sound, Santa Monica, CA

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Dabitch's picture

Never mind that the woman bought baby plates for the kitchen as a loud announcement that "we have kitchen stuff" as they go through the brief, I feel they lost what is the actual USP here. It's only the lady at the end who reinforces it. "You spend so little and you get so much" I get it, it's an online dollar-store. It's cheap! And that's what should have been more prominent in the ad. Oh, she bought so much because it was cheap? Sure, I get it, not really groundbreaking thinking in an ad, as you say.

It really is a shame because the startups should have bigger potential in their creative executions. Their startup ideas are creative, right?

It really is cheap by the way, I just checked the site out hollar.com and found bluetooth wireless speakers for $2. But then... the shipping will be more unless she buys for over $25. No wonder she bought a box full of junk. The ad is as cheap as the Hollar store stock.