In the run-up to the United Nations' 201 Climate Change Conference, COP26, brands have been actively touting their environmental credentials, as in Hitachi's "zero carbon-powered ad" and McDonald's spot showcasing its sustainability goals. Now Ebay is pushing its concerns for the planet in its latest U.K. spot. Rather than preaching, however, the brand is taking a feel-good musical approach with a tune that may get stuck in your head.
The ad, by McCann London, highlights Ebay's recycling mantra, with the line "when you buy a thing, sell a thing." The spot features bright colors, diverse casting and people looking as if they're having a ball as they pass on their unwanted goods while buying something new. The spot was directed by David Wilson via Riff Raff Films in music video style; the bespoke music was composed by David Goo and featuring Mac.
The campaign is running across U.K. TV, YouTube and radio. It reminds consumers in a gentle way that Ebay's founding principle is about selling as well as buying, and in doing both, people can make sure they aren't adding to environmental waste. "It's a simple idea, chuck nothing away," the song recommends.
The U.K. push comes as Ebay is among resale brands benefiting from the supply chain crisis. The company's Senior VP and General Manager Jordan Sweetman said recently it is “experiencing surging demand for unique, rare and pre-owned items.”
“Ebay was founded on the principle that people are inherently good," said Ebay's U.K. Chief Marketing Officer Eve Williams in a statement. "And over 25 years later we can see how this continues to make people feel, as they pass on a much-loved treasure, or re-kindle joy in the eyes of someone else. We value how we’re helping our diverse community of buyers and sellers to make more sustainable choices."
“The first-ever sale on Ebay was a broken laser pen. That’s right. Broken," added McCann London creative directors Matt Searle and Olly Wood. "Seemingly useless. Unable to startle a moggy or wave wisdom at a whiteboard. But someone, somewhere out there bought that thing, fixed it up, and found joy in it. It’s these humble yet inspirational beginnings that continue to spark Ebay’s sustainability mission today and course through the veins of this infectious film, which aspires to land a world-changing behaviour that if it caught on, could make everything, a better thing.”