eBay is running another fall brand-marketing campaign focused on Fashion, Motors, and Collectibles, including TV commercials. Last year, eBay ran its first global brand campaign in nearly a decade with the theme, “Things.People.Love.“
eBay said this year’s theme, “eBay Stories,” builds on the “Things.People.Love.” messaging from last year:
“In today’s world, shopping has become overly convenient, generic, and sterile — a passive, uninspired experience, stripped of the meaning and excitement it once carried. “eBay Stories” counters this by showing how every item discovered on the marketplace holds a story that makes it more special, personal, and worth having.”
Emily O’Hara, eBay’s Global Head of Brand & Media, said in Wednesday’s announcement, “This campaign answers the question, ‘Why eBay?’ by celebrating the fun of shopping on our marketplace. It’s about that winning feeling — when you score a deal, find exactly what you were looking for, or successfully sell an item you no longer need. The insight comes to life through stories of people’s wins: What you buy and sell on eBay means more because it comes with a story that makes it more special, rare and personal.”
EcommerceBytes readers responded positively to the news of last year’s campaign launch positively, though not without critique. One commentor wrote: “Nice to see. Especially re collectibles. Though eBay should have been continually doing commercials. Why is it that eBay aggressively pushes sellers to use promoted listings, but fails to follow this same logic in terms of promoting the platform itself? Cut the stock buybacks and put some more money into advertising the platform.”
On a thread on the eBay discussion boards, sellers reported seeing eBay ad on TV and radio and reacted with enthusiasm. “That’s good news. I certainly hope it works, and we can get new potential buyers interested in eBay,” wrote one seller.
This year’s “eBay Stories” campaign launched in the UK on September 22. The rollout continues in the US starting on October 1 across all categories, followed by new Fashion and Motors assets (featuring talent Aimee from “The Cast” influencer program) on October 6, followed by Germany on October 8.
eBay published the following video on YouTube on September 26 with the description, “Find what you’re searching for, from rare trading cards to vintage tees. All on eBay”:
Updated 10/4/2025 to add the link to the eBay discussion board.