EBay ad urges people 'see things differently' as it removes fees for sellers

EBay has launched an integrated campaign to announce to UK consumers that it has scrapped its fees for private sellers in all categories except motors.

“See things differently” was created by Joan London, which set up its UK office in 2023 with eBay as its first UK client.

The main 30-second film follows a couple moving in together, and begins with a man excitedly arriving at his partner’s flat, carrying a box of stuff under one arm and his dog under the other.

As he unpacks, it becomes clear that the two have very different tastes, and they turn to eBay to get rid of unwanted clothes and homeware.

The narrator draws a line, though, when she sees the woman looking at her partner's dog as if she is considering putting that up for sale too, telling her to "not even think about it".

The campaign will run across TV, video streaming, online video, cinema, radio, out-of-home, digital display, influencer and social.

It was directed by Sam Hibbard through Somesuch, with stills photographed by Marco Mori.

The work was created in partnership with Dept, which led on CRM, display and social, while Seen Connects covered the influencer element. EssenceMediacom handled media planning and buying across all channels. 

The ad follows eBay UK’s “Turn nothing to wear into something to love” campaign, which launched in April and was created by Dept.