BBDO, eBay Play ‘It’ Coy

SAN FRANCISCO The first eBay campaign from the client’s new agency, Omnicom Group’s BBDO, has made its debut with teaser spots tagged “It’s everything you ever wanted,” according to sources.

Ads with that tag began running this week, but the client will not be identified as the online auction house until tomorrow, sources said.

The Web site www.whatis-it.com is showing spots made for Japan, Mexico, the United Kingdom and the United States, with people on chat programs or game shows discussing the letters “I and t” fashioned in the font and colors of eBay’s logo. But no one in the spots reveals what “it” is. The site also includes a clock counting down seconds until Oct. 20.

BBDO officials were not available for comment on the campaign.

BBDO was handed the account in March, one day after the San Jose, Calif.-based client said it was ending its six-year relationship with Goodby, Silverstein & Partners of San Francisco [Adweek Online, March 30].

Called “The power of all of us,” the last Goodby effort focused on the shared trust eBay users have in each other. For example, one spot showed people performing acts of kindness such as helping stranded motorists and holding doors open. Earlier efforts were tagged “Do it eBay” and featured song-and-dance routines.

Media spending for the new campaign was not disclosed. The client spent $15 million on ads through the first eight months of 2005 and nearly $80 million in 2004, per Nielsen Monitor-Plus.

Last month, eBay said it would buy Internet voice service Skype for $2.6 billion. The client said it would incorporate the service into its auctions to allow sellers and buyers to speak to each