The latest Italian chapter in the international creative platform ‘Inspired By An eBay Story’, called ‘Football: World Of Passions’, blends football and film through a 30-second TVC set in a typical Italian Sports Bar which acts as the hub of its local community – a place where passionate football fans come together to watch games.
The ‘eBay Football Passion’ spot, which dropped in October, was created in harness with agency DUDE, media agency MediaCom and it was helmed by Director Alex Gargot and ran across Italian TV and digital platforms.
The ad’s narrative arc starts when, during a key game, the bat’s old TV stops working – leaving the fans and customers distraught. But a customer, plus cinema lovers Anna and Chiara, as well as eBay all save the day and set up a video projector in the bar so everyone can enjoy the game (and some classic movies when there is no football on).
According to the spot, which spans digital and social channels, the video projector makes it ‘almost feel like being in a stadium’.
The umbrella campaign’s big idea is to champion the passions of eBay customers and show how it is ‘passion’ that truly unites an eBay community where millions of people share interests – including in football.
“We are very proud of this new episode. We are close to the interests and experiences of millions of users and with this new commercial we want to talk to all of them, increasingly strengthening the bond that unites us,” outlined eBay Italy Head Of Brand Marketing And Communication Vito Pace. “Daniele Adani and Nicola Ventola represent and embody those valuesof passion and union that have always characterized our community.”
“eBay’s commitment to football is increasingly important and we wanted to celebrate it in this new episode of our platform “Inspired by an eBay story”. The community and its passions, as always, are at the center of our history, this time showing how apparently distant worlds such as football and cinema d’essai can be united thanks to the brand,” said DUDE CCO and Partner Lorenzo Picchiotti.
The campaign was created for client eBay by a team at creative agency DUDE which included Chief Creative Officers Livio Basoli and Lorenzo Picchiotti, Creative Directors Davide Labò and Luca Riva, Copywriters Camilla Nani and Tommaso Spada, Art Directors Antonio Gambino and Oscar Frizzi, Account Director Piera Colasante, Account Executive Giovanna Savastano, Strategy Director Marco Mammino, Strategist Michelangelo Ferracane, Head Of Content Ludovica D’aquino, Heads Of Production Matteo Pecorari and Simone Raddi, plus Producers Valeria Mazzotta and Michele Pasini.
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A further nod to the world of football and to the upcoming FIFA 2022 Men’s World Cup, former players Daniele Adani and Nicola Ventola play minor roles in the ad.
eBay is steadily building is brand reputation in the football space and this campaign follows on from other recent soccer sports and marketing initiatives such as ‘Dream Transfer’ and its ‘Small Business United’ project with the EFL.
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