EBay Paints Itself as Colorful Contrast to Amazon

First Work From 72andSunny for the Marketplace

By Adrianne Pasquarelli. Published on Jun 02, 2017

Editor's Pick

EBay is going hard after Amazon by showing its true colors. The San Jose, Calif.-based retail marketplace aired a 60-second spot Sunday to begin a campaign themed "Fill Your Cart With Color," the first work from 72andSunny since eBay named the shop its global creative agency earlier this year. The stakes are high for the agency, which lost Target this year due to a perceived conflct with eBay.

The ad, which will air during the NBA Finals on ABC, pictures boring brown boxes rolling through an Amazon-esque shipping facility and accuses shopping of getting "beeeeeeeeeeeige." Then it pivots to a message of individuality, showing consumers opening up brown but colorfully taped eBay boxes filled with items they are passionate about, like fly fishing products, drones and leaf blowers. (Passion around leaf blowers is a stretch, but it works in the spot.)

The global campaign introduces eBay's new brand positioning as a more colorful competitor to Amazon. It also aims to shatter misperceptions like the belief that most eBay goods are used; 80% are new, according to the company.

The campaign "is focused on buyers celebrating that sense of self-expression, but it's because of our sellers that we can offer the best choice," said Karl Isaac, VP-global brand. "We're a colorful brand and we're going to intentionally lean into that."

That means colorful new packaging for sellers, along with a series of 60-and-30-second TV spots. The new marketing will also include outdoor ads, radio, digital and social . Along with 72andSunny, eBay works with Digitas, Edelman and Blue 449.

Read more about the campaign over at

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Jun 02, 2017
Chief Executive Officer:
Devin Wenig
Chief Marketing Officer:
Suzy Deering
Chief Product Officer:
RJ Pittman
Hal Lawton
Creative Lead:
Renee Blake
VP Global Brand:
Karl Isaac
Senior Director Global Brand Creative:
Marc Shillum
Sr. Marketing Manager:
Cynthia Baker
Sr. Manager, Strategy, Planning & Operations:
Tanya Bhasin
Director, Global Brand Strategy:
Nic Brandenberger
Sr. Brand Strategist, Global Brand:
Hae-Seon Song
Brand Producer, Global Brand:
Jen Bernard
Project Manager, Marketing PMO:
Jesse Beckom
Senior Project Manager, Marketing PMO:
Sarah van Goethem
Senior Project Manager, Marketing PMO:
Sarah van Goethem
Sr. Director, Consumer Communications:
Karina Sokolovsky
Sr. Director, Consumer Communications:
Karina Sokolovsky
Lead Manager, Social & Digital:
Julia Hui
Lead Manager, Social & Digital:
Julia Hui
Sr. Manager, Integrated Communications:
Carey Malloy
Sr. Manager, Integrated Communications:
Carey Malloy
Founder, Creative Co-Chair:
John Boiler
Founder, Creative Co-Chair:
Glenn Cole
Executive Creative Director, Partner:
Matt Murphy
Director of Strategy:
Bryan Smith
Creative Director, Designer:
Nuno Ferreira
Creative Director, Writer:
Adam Szajgin
Design Director:
Peter Reid
Sr. Designer:
Mindy Benner
Sr. Designer:
Lauren Perlow
Sr. Designer:
Ben Chappell
Sr. Writer:
Peter Albores
Sr. Writer:
Matt Fee
Natalie Warther
Strategy Director:
Ginger Xiang
Jr. Strategist:
Charles Jim-George
Group Brand Director:
Yen Lovgren-Ho
Brand Director:
Scott Vogelsong
Sr. Brand Manager:
Sarah Donze
Sr. Brand Manager:
Daryl Conui
Brand Coordinator:
Mariah Weisel
Chief Production Officer:
Tom Dunlap
Senior Film Producer:
Eric Rasco
Film Producer:
Helena Yueh
Sr. Film Producer:
Elizabeth Corsini
Senior Editor:
Aaron Leichter
Art Producer:
Lisa Huber
Partnerships & Legal Director:
Michelle McKinney
Partnerships & Developments Director:
Rashi Talati
Partnerships & Legal Manager:
Kelly Ventrelli
Partnerships & Legal Coordinator:
Tempest Johnson
m ss ng p eces
Bridget Savage Cole
Director X
Josh Nussbaum
Work Editorial
Adam Robinson
Executive Producer:
Marlo Baird
Brian Scharwath
Assistant Editor:
Carmen Hu
Post-Production Color:
Tom Poole
Alex Lubrano
Post Production VFX:
Method Studios LA
Lead Flame Artist:
Jason Frank
Support Flame Artists:
Claus Hansen
Support Flame Artists:
Noah Caddis
Support Flame Artists:
Aaron Neitz
Support Flame Artists:
Emily Irvine
Support Flame Artists:
Aidan Thomas
Support Flame Artists:
Kelly Bumbarger
Support Flame Artists:
Sean Wilson
Support Flame Artists:
Louis Schachte
Support Flame Artists:
Cecile Tecson
Flame Assist:
Cody Edwardson
Flame Assist:
Mikhail Chechelnitskiy
Executive Producer:
Robert Owens
Julia Paskert
Art Director:
Leanne Dare
Pete Sickbert-Bennett
Lynn Cho
Peter Murphy
Steven Do
Dan Meehan
Drew Rissman
Audio Mixer:
Jeff Fuller
Jr. Audio Mixer:
Jesse Herrera
Audio Producer:
Erin Reilly
Audio Coordinator:
Angela Scherrah
Sound Design:
Lime Studios
Michael Anastasi

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