Don’t know the Zappos Puppets? Think “OnStar” commercial meets “Crank-Yankers.” The commercials re-enact live customer service calls but – with humor and puppets (or Zappets as they are lovingly called) who are styled after actual employees. The company humorously sends the message that they will take any returns – for any reason (including if you are “emotionally unprepared” for the dress you purchased and hid it deep in the garage because it arrived too fast). The Zappet actually checks off “emotionally unprepared” for the reason for return, demonstrating that the company does validify (and expect) any and all reasons for returns.

Which takes branding to another level – it’s not just about shoes or online retailing – it’s about customer service. And the  ”Customer Loyalty Team” cares – he tells the “emotionally unprepared” caller very gently that in order to return the item, she “will have to touch the box though.”  This drives home that every rep is friendly and every caller will be treated with respect no matter how unusual the purchase, return, or request.  Even if a caller wants to exchange Nike workout clothes for a deep fryer because she is “going in another direction.”

The company’s branding and #1 focus is on customer service which is portrayed cleverly in the commercials. The viewer has the insider perspective that they “see” and are part of the call center which also supports the company’s branding of transparency. You also get the feeling that every time you call, you talk to a real person; the Zappets are friendly, each has a different personality, they have face expressions, and they are in “real” cubicles with drawings, pictures, personal items, and office supplies. Zappos also demonstrates that they are different from other companies (and provide better service) in that customer loyalty reps will stay on the phone and talk about anything (including alligators as in one of the commercials) with the caller; no scripts, no rush, no hurry to get the caller off the line due to time pressure.

The Zappets and the commercials emphasize the quirky culture that the company is famous for. A very nice change of pace from “sex-sells” to “humor-sells”.  Good job Mullen for a cleverly entertaining commercial that delivers the brand message theme of customer service with humor.

Here are my favorite two Zappos TV Commercials: Emotionally Ready and 5 Ways To Add Elegance to a Dress

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