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<\/span><\/div>In recent years big budget TV campaigns have embraced the trend of \u201csadvertising\u201d\u2014telling audiences emotive stories, typically soundtracked by a twinkling piano score and punctuated with a meaningful message.<\/p>\n
Retail marketplace eBay has turned this format on its head in a fresh ad from Paris-based agency Artefact 3000.<\/p>\n
\u201cThe Camera,\u201d directed by Vincent Lobelle, starts off innocuously enough, showcasing a young girl on a mission to revive her father\u2019s passion for photography after finding out he used to be a keen amateur. In secret, she repairs his old Nikon camera, painstakingly searching for spare parts, tools and vintage accessories on eBay.<\/p>\n<\/div>
Finally comes the big reveal, where she presents him with the good. As a stirring crescendo rises, her father is overwhelmed by the gesture and gift. \u201cHow did you do that,\u201d he asks. \u201cI didn\u2019t do much you know,\u201d the daughter replies, \u201d I just went on eBay.\u201d<\/p>\n
The music cuts out and the dad tosses the camera aside and picks up his phone, \u201ceBay?!\u201d he exclaims, \u201cbut I thought it didn\u2019t exist anymore,\u201d seemingly more interested in the app than the thoughtful surprise.<\/p>\n<\/div>
Don\u2019t call it a comeback<\/p><\/h2><\/div>The twist on the classic punchline comes eBay marks its return to advertising in the French market following a hiatus.<\/p>\n
Though the marketplace hasn\u2019t stopped developing its products and services for the 5 million users it claims there, it is seeking to revive perceptions in the country and highlight its sustainability kudos (something it\u2019s already gone\u00a0big on in it\u2019s U.K. marketing<\/a>) in the process.<\/p>\nThe work will be broadcast on TV, digital and in cinemas across France, and was conceived following brand insight which revealed eBay was lagging behind when it came to awareness.<\/p>\n<\/div>
\n\u201cThe fact that a brand takes on board what the public thinks of it and even dares to play on it\u2014[that\u2019s] rare and [makes for] a great creative playground. With eBay, we were able to start from a real insight and bring accuracy to the final message, and a touch of humor,\u201d<\/div>\nexplained \u200bFabienne Fiorucci Fou\u00ef, executive creative director (ECD) at Artefact 3000.<\/div>\n<\/blockquote>\n<\/div>With 185 million users globally, eBay is the third largest online retailer in the U.S. behind Amazon and Walmart, with a market share of 4.7%.<\/p>\n<\/div>
The twist on the classic punchline comes eBay marks its return to advertising in the French market following a hiatus.<\/p>\n
Though the marketplace hasn\u2019t stopped developing its products and services for the 5 million users it claims there, it is seeking to revive perceptions in the country and highlight its sustainability kudos (something it\u2019s already gone\u00a0big on in it\u2019s U.K. marketing<\/a>) in the process.<\/p>\n The work will be broadcast on TV, digital and in cinemas across France, and was conceived following brand insight which revealed eBay was lagging behind when it came to awareness.<\/p>\n<\/div> With 185 million users globally, eBay is the third largest online retailer in the U.S. behind Amazon and Walmart, with a market share of 4.7%.<\/p>\n<\/div>\n