EBay Motors ad examines the emotional side of car repair

A new campaign from eBay Motors, the automotive arm of the auction website, examines the emotional side of car repair, all to convey the message that there's nothing that can't be mended. The ad, made for the German market by McCann Germany in Dusseldorf, centers on a man who endeavors to fix his first car so that he can take it back to the person he bought it with, cherished it with and grew with—his brother. As he repairs the vintage auto, he reflects on their relationship and how they did everything together, but grew apart when his brother decided to leave with his girlfriend, resulting in bitter arguments. Finally, he drives the repaired car to his brother's home where we hear the cry of a baby inside, but we don't see the final reunion after he enters the house. The whole story is told here in a five-minute director's cut of the spot, which is running as 30-second and 120-second cut-downs in Germany. Director Joanna Nordahl of Anorak helmed the ad, handpicking the soundtrack, Roger Sanchez’s 2001 hit “Another Chance” to ramp up the nostalgia value given the theme of repairing the past. According to an Anorak spokesman, the brief from the client was that the target audience was "good with their hands, professionally and as a hobby" and love to tune, optimize and refine their own or others' cars. The campaign is also designed to underline that for car enthusiasts, eBay offers the largest range of spare parts to be found online. Previously, eBay Motors marketed to the U.S audience during the New York Auto Show, during which it held its own "New York Auto Parts Show" featuring actor and auto enthusiast Sydney Sweeney and a 1969 Ford Bronco that she refurbished herself.

EBay Motors ad examines the emotional side of car repair

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