Category: Internet Film
Advertiser: EBAY
Product/Service: EBAY
Agency: MEKANISM
Production Company: MEKANISM, San Francisco, USA
Date of First Appearance: Nov 30 2010
Executive Creative Director: Tommy Means
Creative Director: Andre Ricciardi/Kevin Mulroy
Copywriter: Andre Ricciardi/Kevin Mulroy
Art Director: Dave Daugherty
Agency Producer: Bud Johnston
Director: Tommy Means
English Description
In a big push for their 2010 “Love to Give” holiday campaign, we were asked by eBay to create web content that would make eBay top-of-mind as a gift-giving destination with their key target audience – women who are lovingly choosy about the gifts they give to family and friends, or “emotional gifters.” To do so, we created an original webisode series that featured “The Daily Show with Jon Stewart” news correspondent and comedian, Samantha Bee, reporting on a phenomenon we dubbed “Unwrap Attacks.”
The webisodes focused on spotlighting the phenomenon that we felt embodied emotional gifting: people receiving those perfect gifts that made them so emotional and uncontrollably excited to the point of literally losing it. Samantha personified the target audience and was the perfect person to guide the demographic to eBay for the holiday season.
The six-episode arc ended in The eBay Holiday Special, a hilarious episode that culminated with Samantha Bee actually singing with real employees from eBay at the company’s San Jose campus.
The light-hearted campaign is a great example of social shopping: the campaign’s main focus was to bring together networks of family and friends to shop together online.