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eBay Launches Campaign With Message of Solidarity for 'Individually Brilliant' Small Businesses

Advertising Agency
London, UK
Accompanied by the BAFTA-winning actor and brand voice Toby Jones, McCann London partners with eBay in TVC surrounding the independent businesses facing the economic threat during the pandemic
eBay and McCann London have launched an integrated campaign heroing the independent businesses who continue to operate on the platform – despite all odds – during the global pandemic and national lockdown.

At a time when high streets and shops are closed, the campaign is designed to show solidarity and highlight the small, resilient businesses that are able to continue trading on eBay, despite the challenges they face economically and logistically.

Whether supplying DIY goods to keep spirits up in lockdown, stationery for kids schooling at home, or garden plants for those first weekends of sun; these individually brilliant businesses continue to deliver, with social distancing and safety measures in place. And their combined effect is to keep the nation running when we all need it most. They are small businesses that make a big difference, to the whole of the UK right now. 

Production, which was managed by Craft, comprises a single-shot film and stop-frame animation, narrated by the small business sellers themselves and accompanied by the BAFTA-winning actor and brand voice Toby Jones, provides a snapshot, quite literally, of the daily life of these independent businesses facing the ‘new normal’ Covid-19 presents.

Directed by Sam Gainsborough through Blinkink, the production took a novel approach, working around lockdown limitations to create a spot that breaks from the now-ubiquitous video call UGC currently on TV, to stand out with tactile animation with a real spontaneous and authentic feel thanks to instant-photos of actual sellers, and reflecting their working environments.

The TV campaign is supported by print, radio, social and on-site activity that heroes even more small businesses, highlighting how they are all playing a part in helping to keep the nation going.

Commenting on the campaign, Rob Hattrell, eBay CEO said: "Small businesses are the core of eBay, and we are delighted to put them at the heart of this campaign and give them the recognition they deserve." Laurence Thomson, CCO of McCann London added: “We’re proud to be collaborating with eBay in their important work of supporting small businesses at a time when they, and we as a country, need it most.”

The over-arching campaign is underpinned by measures put in place by eBay to help business on the platform to survive. New businesses signing up to sell on eBay for the first time will pay no fees to list or sell until 31st July 2020, or for 90 days from when they register on the site - whichever is earlier.

Created by Matt Searle and Olly Wood, with creative direction by Melissa Cain, the campaign follows work created by McCann earlier on in the year, based on the observation that items bought and sold on eBay presents and reflects how people respond to the everyday changes in their life. From the big life-changing moments to the little everyday truths, every story is told through a sequence of objects. The TVC titled '94 Seconds' tells the story of a young couple whose life is suddenly turned upside down after a brief moment of passion on the sofa, whilst 'Out of Con-troll' tells the story of a how one small gift can spark a lifelong obsession.

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