Goodby, Silverstein & Partners launched a new online campaign for eBay, entitled “Shop A Song,” with online spots showing eBay collections based on song lyrics.
The agency created music video-style spots for “Tik Tok” by Ke$ha (above), a new Warren G song called “My House,” “Only the Good Die Young” by Billy Joel, “Riptide” by Vance Joy and “Shine On” by Florida Georgia Line. Each spot times footage of corresponding eBay items to song lyrics, so when Ke$ha sings “Wake up in the morning feeling like P Diddy,” for example, a P. Diddy headshot appears onscreen. It’s a clever gimmick, making for very viewable ads, especially for fans of the artists. The collections are real, too, so viewers can go and shop the collections after watching the videos. And the campaign’s concept is so open-ended that there’s plenty of room for the agency to follow-up with new spots.
GS&P executive creative director Margaret Johnson told Adweek that finding the right songs for the campaign was no easy task. “We waded through hundreds of songs to find our five favorites,” she said. “We needed songs that had great momentum and that mentioned the right kind of items to show off eBay’s vast inventory. It certainly wasn’t easy to find the perfect tracks.”
“The beauty of this campaign is how flexible it is,” added director Robert Bisi. “The tempo of the songs can vary greatly, so we did a lot of testing to see which lyrics would work best against the visuals and which lyrics would act like a catalyst, spurring the visuals.”
Credits:
Client: eBay
Senior Brand Marketing Manager: Carey Malloy
Campaign: “Shop a Song”
Agency: Goodby, Silverstein & Partners, San Francisco
Executive Creative Director: Margaret Johnson
Creative Director: Kate Catalinac
Associate Creative Director: Kristin Graham
Broadcast Producer: Conor Duignan
Acct. Director: Ed Allt-Graham
Acct. Manager: Melissa Buck
Assistant Acct. Manager: Rosie Breen
Business Affairs Manager: Heidi Killeen
Business Affairs Associate Manager: Kelli Cline
Production Company: Brand New School
Director: Robert Bisi
Designers: Waka Ichinose, Sakona Kong, Yoon Lee, Scott Uyeshima
CG Generalists: Andy Kim, Youn Kwack, Haozheng Cui
CG Rigger: Vinh Chung
2D Animators/Compositors: Scott Uyeshima, Andrew Soria, Maithy Tran, Simon Chan, Cameron Walser, Matt McLelland
Storyboard Artists: Max Forward, Tristyn Pease
Editor: Sean Uren
Managing Partner: Devin Brook
Executive Producer: Paul Abatemarco
Head of Production: Amy Russo
Senior Producers: Greg Heffron, Beth Vogt
Sound Design: LIME studios
Final Mix: Joel Waters