eBay Targets Gen Z With Edgy "Never Get F*ked Over" Ad
eBay is looking to shed its outdated image with Gen Z with an "edgy" new ad campaign promoting authentication, according to Ad Age (paywall).
Ad Age
New work positions company as a trusted e-commerce brand amid a sea of counterfeits.
Founded nearly three decades ago, eBay is older than many of the Gen Z customers it is trying to court. That’s why the San Jose, California-based company, which got its start in 1995, is reintroducing itself to younger consumers as a trusted source for luxury goods.
“Everyone Deserves Real,” eBay’s first brand campaign in three years, debuts today on streaming platforms and online video.
A 30-second spot highlights the reality behind many of the campaigns and products seen on digital media. “In a world full of fakes, how do you avoid buying fake items?” a voiceover asks, with the message “Never get f*ked over again.” The video switches to clips showcasing eBay’s team of authenticators who ensure that high-end items like watches, sneakers and jewels are actually from the brands they claim. The spot closes with text that reads, “ebay. Authenticity Guarantee.”
Spoiler alert - the * is supposed to be an A, as in "never get faked over again"...not that other word they were obviously alluding to. 😉
It looks like eBay has also created a "hub" on the site to be the Everyone Deserves Real landing page.
Sellers in the eBay community (not typically the target demographic for this ad) were unimpressed, calling the campaign juvenile.
"In a world full of fakes, how do you avoid buying fake items?” a voiceover asks, with the message “Never get f*ked over again."
Wow! Pretty blatant. Rather juvenile.🤔 JMO
If I was ever in the market for a fake or counterfeit item, eBay would be my first place to visit.
It's also a bit disappointing that this brand campaign is once again only focusing on the select vertical categories that offer authentication, leaving a majority of sellers on the platform behind.
Liz Morton ~ Founder
Non-vertical sellers have been growing increasingly tired of CEO Jamie Iannone's exclusionary vertical strategy and this ad campaign is not likely to give those sellers the impression they are a valued and important part of the eBay brand.
Liz Morton ~ Founder
As to the claims that Authenticity Guaranteed will help Gen Z luxury shoppers avoid being "faked" over...I bet my friends over at The Counterfeit Report have some thoughts to share.
Wow, that's a real confidence builder @eBay -- checking for phony purses. What about the millions of other counterfeits, fraud, and scams on eBay? We found and removed listings for over 2 MILLION items -- oops, you missed some. 🤔 pic.twitter.com/D2QkTMCv9s
— Counterfeit Report® (@Counterfeit_Rpt) November 20, 2022
I've also reported on many issues with the authentication programs from both buyers and sellers.
Liz Morton ~ Founder
Liz Morton ~ Founder
Liz Morton ~ Founder
Liz Morton ~ Founder
Liz Morton ~ Founder
What do you think of this new ad campaign? What has been your experience with eBay's authentication programs? Let us know in the comments below!
