eBay’s got ‘it,’ whatever ‘it’ is

I came across eBay’s new ad campaign this morning—suddenly, a father and son were playing catch with the word it within my Yahoo! e-mail browser. Clicking on the ad took me to a Web site called what is it, where videos show the creation and marketing of a new “it” product—which happens to actually be the word it, in colorful block letters. By dramatizing a world of hype over a worthless object, the campaign offers a fun, wry take on consumerism. But is eBay really the place to get the newest “it” thing? I thought it was where you bought old kilts and ponchos. The tagline is: “Whatever it is, you can get it on eBay.”