Back in March, eBay selected 72andSunny as its new agency of record, following a review. The following month, Target ended its relationship with the agency, citing an unspecified business conflict. (Spoiler: it was eBay.)
Now, 72andSunny has debuted its first campaign for the ecommerce giant, with the clear strategy of differentiating the brand from competitor Amazon.
A 60-second spot opens by asking viewers, “When did shopping get so beige?” over footage of bland boxes rolling down an assembly line in an Amazon-esque factory setting. It contrasts this footage with happy eBay shoppers receiving a bunch of fun items, concluding by calling on viewers to “Fill Your Cart With Color.”
Unsurprisingly, “Fill Your Cart With Color” is full of colorful hues, both in the fonts/backgrounds used and the items themselves, hitting home the point that eBay makes its chief competitor look drab by comparison.
The spot will run during ABC’s coverage of the NBA Finals and marks a return to broadcast advertising for the brand, following Pereira & O’Dell San Francisco’s “The Gift They’re Waiting For Is Waiting on eBay” holiday campaign for the brand. In addition to 60 and 30-second broadcast ads, the campaign will also include radio, OOH, digital and social initiatives.
Facing increased competition from Amazon and other online retailers, eBay increased its marketing budget accordingly last year. With the selection of 72andSunny as its official agency of record and a major campaign to kick off the relationship, it wouldn’t be a surprise if spending rose yet again this year.