SAN JOSE (AP) — E-commerce site eBay is kicking off a global branding campaign that aims to draw attention to the wide array of goods it has available ahead of the holiday shopping season.
It’s the first time eBay has created a campaign with the same message across four of its biggest markets: the U.S., Australia, Germany and the U.K., with more countries expected to be added in 2015. And it comes as eBay preps for a split next year with payments unit PayPal, its fastest-growing segment.
Central to the campaign is an ad that will run in 15-, 30- and 60-second versions that shows goods like a surfboard and a smartphone in action in scenes around the world, as well as iconic images like Dorothy’s red shoes in the “Wizard of Oz” and the guitar of rock legend Jimi Hendrix. Then it cuts to items shoppers were inspired to buy.
The ad starts running on TV and online Monday.