EBay Paints Itself as Colorful Contrast to Amazon

First Work From 72andSunny for the Marketplace

Published On
Jun 02, 2017

Editor's Pick

EBay is going hard after Amazon by showing its true colors. The San Jose, Calif.-based retail marketplace aired a 60-second spot Sunday to begin a campaign themed "Fill Your Cart With Color," the first work from 72andSunny since eBay named the shop its global creative agency earlier this year. The stakes are high for the agency, which lost Target this year due to a perceived conflct with eBay.

The ad, which will air during the NBA Finals on ABC, pictures boring brown boxes rolling through an Amazon-esque shipping facility and accuses shopping of getting "beeeeeeeeeeeige." Then it pivots to a message of individuality, showing consumers opening up brown but colorfully taped eBay boxes filled with items they are passionate about, like fly fishing products, drones and leaf blowers. (Passion around leaf blowers is a stretch, but it works in the spot.)

The global campaign introduces eBay's new brand positioning as a more colorful competitor to Amazon. It also aims to shatter misperceptions like the belief that most eBay goods are used; 80% are new, according to the company.

The campaign "is focused on buyers celebrating that sense of self-expression, but it's because of our sellers that we can offer the best choice," said Karl Isaac, VP-global brand. "We're a colorful brand and we're going to intentionally lean into that."

That means colorful new packaging for sellers, along with a series of 60-and-30-second TV spots. The new marketing will also include outdoor ads, radio, digital and social . Along with 72andSunny, eBay works with Digitas, Edelman and Blue 449.

Read more about the campaign over at AdAge.com.

Credits

Date
Jun 02, 2017
Brand:
eBay
Client:
eBay
Agency:
72andSunny
Chief Executive Officer:
Devin Wenig
Chief Marketing Officer:
Suzy Deering
Chief Product Officer:
RJ Pittman
Senior Vice President:
Hal Lawton
Creative Lead:
Renee Blake
Global Brand Vice President:
Karl Isaac
Senior Director, Global Brand Creative:
Marc Shillum
Senior Marketing Manager:
Cynthia Baker
Senior Manager, Strategy, Planning and Operations:
Tanya Bhasin
Director, Global Brand Strategy:
Nic Brandenberger
Senior Brand Strategist of Global Brand:
Hae-Seon Song
Brand Producer, Global Brand:
Jen Bernard
Project Manager of Marketing Project Management Office:
Jesse Beckom
Senior Project Manager:
Sarah van Goethem
Senior Director, Consumer Communications:
Karina Sokolovsky
Lead Manager, Social and Digital:
Julia Hui
Senior Manager of Integrated Communications:
Carey Malloy
Senior Project Manager:
Sarah van Goethem
Senior Director, Consumer Communications:
Karina Sokolovsky
Lead Manager, Social and Digital:
Julia Hui
Senior Manager of Integrated Communications:
Carey Malloy
Founder, Creative Co-Chair:
John Boiler
Founder, Creative Co-Chair:
Glenn Cole
Executive Creative Director, Partner:
Matt Murphy
Director, Strategy:
Bryan Smith
Creative Director, Designer:
Nuno Ferreira
Creative Director, Writer:
Adam Szajgin
Design Director:
Peter Reid
Senior Designer:
Mindy Benner
Senior Designer:
Lauren Perlow
Senior Designer:
Ben Chappell
Senior Writer:
Peter Albores
Senior Writer:
Matt Fee
Writer:
Natalie Warther
Director, Strategy:
Ginger Xiang
Junior Strategist:
Charles Jim-George
Group Brand Director:
Yen Lovgren-Ho
Brand Director:
Scott Vogelsong
Senior Brand Manager:
Sarah Donze
Senior Brand Manager:
Daryl Conui
Brand Coordinator:
Mariah Weisel
Chief Production Officer:
Tom Dunlap
Senior Producer:
Eric Rasco
Film Producer:
Helena Yueh
Senior Producer:
Elizabeth Corsini
Senior Editor:
Aaron Leichter
Art Producer:
Lisa Huber
Partnerships and Legal Director:
Michelle McKinney
Partnerships and Developments Director:
Rashi Talati
Partnerships and Legal Manager:
Kelly Ventrelli
Partnerships and Legal Coordinator:
Tempest Johnson
Production:
m ss ng p eces
Director:
Bridget Savage Cole
Director:
Director X
Director:
Josh Nussbaum
Editorial:
Work Editorial
Editor:
Adam Robinson
Executive Producer:
Marlo Baird
Producer:
Brian Scharwath
Assistant Editor:
Carmen Hu
Post Production Color:
Company3
Colorist:
Tom Poole
Producer:
Alex Lubrano
Post Production Visual Effects:
Method Studios LA
Lead Flame Artist:
Jason Frank
Support Flame Artist:
Claus Hansen
Support Flame Artist:
Noah Caddis
Support Flame Artist:
Aaron Neitz
Support Flame Artist:
Emily Irvine
Support Flame Artist:
Aidan Thomas
Support Flame Artist:
Kelly Bumbarger
Support Flame Artist:
Sean Wilson
Support Flame Artist:
Louis Schachte
Support Flame Artist:
Cecile Tecson
Flame Assistant:
Cody Edwardson
Flame Assistant:
Mikhail Chechelnitskiy
Executive Producer:
Robert Owens
Producer:
Julia Paskert
Motion Graphics Effects:
Elastic
Art Director:
Leanne Dare
Designer:
Pete Sickbert-Bennett
Designer:
Lynn Cho
Animator:
Peter Murphy
Animator:
Steven Do
Animator:
Dan Meehan
Producer:
Drew Rissman
Audio Mixer:
Jeff Fuller
Junior Audio Mix:
Jesse Herrera
Audio Producer:
Erin Reilly
Audio Coordinator:
Angela Scherrah
Sound Design:
Lime Studios
Sound Director:
Michael Anastasi

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