eBay's new TV commercial is running with the theme, "If it's happening in the world, it's happening on eBay" and features a new song "Love you so" by the artist bleu.
It's an improvement from previous plain "color your cart" eBay ads. The "color you cart" theme is not memorable because it doesn't really mean anything to shoppers, it was eBay trying to take a shot at Amazon's beige packages. When it launched the color your cart campaign in June 2017, eBay said the theme was designed to "celebrate personal expression and individuality, establishing eBay as THE place to find unique items."
eBay's new "If it's happening" theme is more relatable, though you'll see the ads still end with the color your cart tagline. eBay introduced the new ad today on social media channels including on Instagram, where it posted, "From fashion week to game day, if it's happening in the world, it's #happeningonEbay."
eBay explained, "The diverse experience that our customers have on eBay is very different from any other commerce experience. We feel in many ways that eBay is part of what shapes our society and the world we live in. And this is exactly what we're celebrating with our new marketing campaign, which we are debuting this week. Our new television and digital creative highlights what we've known all along: Everything that's relevant, interesting and current is on eBay - and you can buy it now."
Sellers have been waiting for eBay to recognize the fact that the inventory they sell on its marketplace is different, and the new commercial tries to capture that sense, though it focuses on current trends and new, commodity items. In reality, people also go to eBay hungry to feed their appetite for nostalgic pop culture as well.
The new ad shows each line of text below followed by a montage of related items you can buy on eBay, such as Adidas clothing, movie-themed toys, a Pioneer CDJ sound system, and even a fancy Mercedes Benz automobile. Here's the text shown on separate screens:
“If it's happening in your world,
It's happening on eBay.
If it's happening with your crew
If it's happening in theaters
If it's happening on-trend
If it's happening to the beat
If it's happening in your dreams
If it's happening in your world,
It's happening on eBay,
Fill your cart with color.
eBay also breaks out those themes into separate ads, one each for fashion, movies, and sports. You can see all four ads and eBay's introduction in on the company's corporate blog post