eBay is hoping to instil in viewers the excitement of online auctions with a series of television advertisements using the tagline, “Shop Victoriously. It’s Better When You Win It”. Three TV ads use competitive sports to show the thrill of victory: a fox hunt, a greyhound race and a game of football.
Everyday collectors use horses and hounds to hunt down a vintage Evel Knievel lunch box. One woman uses a thermos to give the scent to the dogs. Click on the image below to play the video in YouTube
A classic radio is placed as the lure on a greyhound racing track. Instead of dogs though, eight men and women, each wearing an eBay user number, chase after the radio. Scot Wingo at eBay Strategies points out that one of the racers is using a live user ID: muzakman. The winner is kappy21, which seems fictitious.
He was out to make a conquest
Didn’t care what harm was done
Just as long as he won the prize
Click on the image below to play the video in YouTube
A mint condition vase is thrown forward in an NFL game, using a Hail Mary pass. The vase is fought over by women in the end zone but fumbled, leaving a lucky recipient to receive the pass. We cut to see her with the vase in her home. Click on the image below to play the video in YouTube
The eBay Shop Victoriously campaign was developed at BBDO, New York, by chief creative officers David Lubars and Bill Bruce, executive creative director Greg Hahn, senior creative director Mike Smith, creative directors/copywriters Scott Kaplan and Tom Kraemer, creative director/art director James Clunie, agency producer Ed Zazzera and music producer Loren Parkins.
Editor was Jono Griffith with Anchor Mak (sound/music) at Final Cut. Visual effects were developed at The Mill, New York, with a team including CG supervisor Aaron Hjartarson, colorist Fegus McCall and Flame artist Alex Lovejoy.
Sound was designed by Gus Koven at Stimmung. Music for Fox Hunt was composed by Robert Miller and produced by Kelly Fuller at Stimmung.
Music for Dog Race was sourced via Singing Serpent Music, produced by Jack Bradley with additional arrangement provided by Rafter Roberts.