There's More to eBay's Nostalgic French 'Comeback' Ad Than First Meets the Eye

'Sadvertising' turns funny as retailer reminds French people of its existence


In recent years big budget TV campaigns have embraced the trend of “sadvertising”—telling audiences emotive stories, typically soundtracked by a twinkling piano score and punctuated with a meaningful message.

Retail marketplace eBay has turned this format on its head in a fresh ad from Paris-based agency Artefact 3000.

“The Camera,” directed by Vincent Lobelle, starts off innocuously enough, showcasing a young girl on a mission to revive her father’s passion for photography after finding out he used to be a keen amateur.

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