eBay Debuts Edgy ‘Never Get F*ked Over Again’ Ad Campaign To Lure Gen Z Shoppers
eBay has launched a new edgy ad campaign to attract Gen Z and Millennial shoppers to its online marketplace.
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What you need to know: ‘Everyone Deserves Real’ is the marketplace’s first brand campaign in three years, debuting this week on streaming platforms.
Spotlighting its Authentication Guarantee program, the video voice-over starts, “In a world full of fake items, how do you avoid buying fake items that look just like the real thing?”
Now, the message gets a bit edgy with the video switching to a young shopper looking at a mobile device, and in big white letters, the text Never get f*ked over again. However, the voice-over actually says, “Never get faked over again,” making a clever play on a censored version of the F-word!
The video continues with authenticators looking at products that are now part of the eBay Authentication Guarantee program such as handbags, sneakers, jewelry, and watches.
eBay’s ad is a fast-paced 30-second spot, produced by Joan Creative, the same ad agency that created the eBay Motors commercial that ran during NASCAR races on TV, as well as other car-related shows and streaming platforms.
What is interesting: It’s somewhat intriguing that eBay chose to launch its Gen Z outreach with an ad about its Authenticity Guarantee.
Certainly, the sneakers category and some of the handbags may fit well, but it seems most of its marketing toward Gen Z and younger Millennials has been about recommerce, a demographic the company identified in its Recommerce Report as the driving behind that movement.
Maybe this is the first of Gen Z / Millennials focused ads to come, similar to how Joan Creative produced multiple video ads for its Parts & Accessories business.
eBay ‘Everyone Deserves Real’ Ad
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Richard Meldner
Richard is co-founder of eSeller365. He has over 17 years of experience on eBay which includes tens of thousands of sales to buyers in over 100 countries and even has experience with eBay’s VeRO program enforcing intellectual property rights for a former employer. And for about two years Richard sold products on Amazon using Amazon FBA in the US.
To “relax” from the daily business grind, for a few weekends a year, he also works for IMSA as a professional race official.