eBay plays up family emotions in new advertising campaign
London, 3 September 2019: eBay UK has last night launched its latest advertisement, aimed to highlight how the marketplace brings buyers and sellers together, as well as providing value beyond price.
The campaign, made by creative agency 72andSunny Amsterdam and planned and bought by MediaCom, heroes real family insights and plays with the contradicting emotions that parents experience when their children are growing up. It juxtaposes the sentimentality of realising your child has grown up so fast with the joy of finding the exact new thing they need for their next stage.
The strapline ‘Small prices for big family moments’ is supported by cinematic tropes, including dramatic lighting and an evocative soundtrack, which give the spot heightened emotions in a 30” film.
The campaign also includes a 10” film featuring a dinosaur birthday party, playfully highlighting eBay’s Fast and Free delivery service and how its convenience benefits busy families.
Gareth Jones, eBay UK’s Chief Marketing Officer, said: “eBay has been part of British life for 20 years and buying and selling on the marketplace is so often intertwined with poignant family life moments. Our latest ad helps bring that emotion to life for the 26 million UK consumers who use eBay every month”.
Jennifer Skupin, Creative Director at 72andSunny Amsterdam, said: “If you’re a parent, you’ve often felt both happy and sad about watching your child grow. It’s exciting to see them conquer new things, but it’s overwhelming to be left with so many things they’ve outgrown. We wanted to showcase how eBay can help with that in a fun, relatable way”.
The campaign broke in the UK last night (Monday, September 2) on TV, VOD and socials and runs for eight weeks.
eBay was the first online marketplace. Today, it’s a household name. A regular feature in lists of best loved brands, it connects millions of buyers and sellers, helping customers to find the item they’re looking for from its 1.3 billion listings. With 182 million buyers in 190 markets, trade is fast. The UK website sells a car part every second, and last year the online marketplace saw must-have items like LEGO Harry Potter flying off the virtual shelves every ten seconds.
This incredible interest directly benefits the small businesses who trade on eBay, giving them access to an audience once unthinkable for a small shop on the high street. Throughout its history, eBay has helped many thousands of small businesses to succeed. Small British firms regularly rank in the top five grossing sellers on eBay.co.uk’s biggest trading days like Black Friday, and over one thousand British sellers who started with a shop on eBay are now running million-pound businesses, providing jobs to people in their communities.
By partnering with sellers in this way, eBay.co.uk has helped hundreds of thousands of British entrepreneurs over its 23-year history. As a hub of retail in the UK, the marketplace also continues to welcome top brands to the site – including Currys, Halfords, GoPro, Canon and more.
eBay also makes it easy for customers to give to charitable organisations. Using eBay for Charity, sellers can donate a portion of their sales and buyers can shop while supporting their favourite causes – adding to the funds that eBay.co.uk has raised for UK charities to date.