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.