In an online shopping world dominated by the ease and efficiency of Amazon, eBay is trying a different message to court shoppers: Fun.
The giant online marketplace is premiering a new TV ad on Sunday night during Game 2 of the NBA Finals aimed at painting eBay as a top destination for the things you want, rather than the things you simply need. It’s part of an overhaul of eBay’s messaging — down to its homepage — aimed at highlighting both the uniqueness and breadth of the eBay catalogue.
The 60-second ad, first published by Ad Age, kicks off inside an unremarkable warehouse with the question: “When did shopping get so beeeeeeeeeeeige?” The rest of the ad attempts to paint eBay as a vibrant counterpart to the Amazon-ification of e-commerce. Amazon generated nearly 14x the revenue of eBay in 2016, and that's excluding the Amazon Web Services business.
This article originally appeared on Recode.net.