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Online auction house eBay is shifting its marketing focus to car buyers in a new national print campaign by Goodby, Silverstein & Partners. The ads for the eBay Motors division represent a repositioning of the entire eBay brand with the recurring headline, “Everybody needs something.”
The ads are running in the September issues of Motor Trend, Car and Driver, Road & Track and other magazines for car collectors and motorcycle owners.
The work is a key component of the 1-year-old motor division’s first online and offline marketing push.
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