eBay Launches New Brand Platform

SANTA CLARA COUNTY, CA -- San Jose-based eBay announced the launch Monday of a new brand platform, which it will kick off with a new TV spot.

"Fill Your Cart with Color" integrates the introduction of an enhanced and more personalized eBay shopping experience, which now includes a reimagined homepage that's responsive to each user's interests, the company stated in a news release. Leveraging Artificial Intelligence and Machine Learning technology, shoppers receive tailored recommendations across all categories with each new site visit, and an inventory mix that's truly unique to them.

"Individuality and self-expression are at the heart of the eBay brand, delivered through an extraordinary breadth of inventory from around the world," said Karl Isaac, vice president of Global Brand at eBay. "As consumers pursue their passions and reject conformity, both in commerce and culture, 'Fill Your Cart With Color' celebrates the things that truly make people unique, and connects to what people love about eBay, from new and unique items to personalized experiences. Now, more than ever, eBay empowers people to find exactly what they love and express who they are."

Following the initial TV spot, eBay will continue spreading its new brand platform across cinema, out-of-home media, display and social.

Developed with eBay's new global creative agency 72andSunny Los Angeles, three directors were commissioned to capture what makes eBay different. The directors, whose resumes include feature films, music videos and creative work for top global brands, are Bridget Savage Cole, Josh Nussbaum and Director X. These esteemed creators each shot their component of the spot separately, in Chicago, Los Angeles and New York, respectively.

"eBay is built on the diversity of the buyers and sellers that make up our marketplace – they create a rich and dynamic environment for commerce that is unmatched in possibilities," said Suzy Deering, Chief Marketing Officer for eBay North America. "Our priority as a business is to marry our streamlined, personalized shopping experience with our unparalleled selection of inventory to meet the evolving needs of millions of shoppers – uniquely enabling them to shop the products that they love."