eBay: "People are Good"

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eBay "Belief"
"We began with the idea that people are good," reads the copy in a new television spot for eBay from Goodby, Silverstein & Partners. "You proved it."

That idea -- that people are basically good, as evidenced by the community of buyers and sellers that has cropped up around the auction site -- animates all of eBay's breaking new campaign, which features TV, print and online executions, all based around the tagline "The Power of All of Us."

On TV, an anthem spot directed by Biscuit's Noam Murro features a montage of people doing small, kind acts, like recycling or leaving a note after a fender bender. Meanwhile, print ads feature the headline "People are Good," along with copy like, "By our count, they've done the right thing more than 2.3 billion times." Online, Goodby has launched a site, www.thepowerofallofus.com, dedicated to celebrating the communal aspects of the eBay experience -- including a forthcoming feature that will allow people with similar interests to form online communities on the site.

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