J's Page

For when I need more than 140 characters to finish a thought on marketing, media or message.

eBay polishes its new act in ‘Salon’ commercial

1 Comment

ED’S NOTE: The commentary here reflects my interest in advertising as a marketing student. No products, services or agencies are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.

Not long after I wrote about the Toyota Venza Girl in the eBay “Blue Jeans” commercial, I caught another ad from the “When it’s on your mind, it’s on eBay” campaign. Even after I write about an advertising strategy, I like to find commercials “in the wild.” I have a very short attention span, and if a TV ad catches my attention as I’m studying/doing laundry/cleaning/blogging while half-watching a show I recorded, that tells me other people are likely to be noticing, too.
 
(Post continues after video.)
 

 

She was here once. She had toes like a sloth.

 

~ Snarky pedicurist on tabloid celebrity in eBay commercial

 
This time, we the consumer get to eavesdrop on 20somethings as they get their weekly mani/pedis in “Salon,” a 30-second spot with an ADHD-inspired script that shows how quickly we can fall in love with those “amazing shoes” we see in US Weekly or Talentless Bimbos Daily or whatever rag we’re force-fed while strapped to a chair at a salon. Our heroine — the targeted “shopping enthusiast” — uses her eBay app to find “this heel” that is “so fabulous!” (“Mine! Look at that!”) She was fast with the swipe, and no sooner had we found out Maui’s mom built a yacht lake house for her pug, our mobile shopper had purchased what was on her mind: the amazing shoes she saw just seconds ago in the tabloid.

For readers who didn’t catch the last post, the “When it’s on your mind, it’s on eBay” campaign” is designed to expand the ecommerce giant’s footprint in mobile commerce, a daunting task for a company seen primarily as an auction marketplace. With the “Buy It New. Buy It Now” call to action, eBay (NASDAQ: EBAY) urges shoppers to take advantage of the 62% of 200 million live listings that are “fixed price,” and the 70% of those products that are new. (Like the new jeans that actress Allyn Rachel orders in the “Blue Jeans” commercial.)

According to the press release announcing the campaign, eBay is targeting the “shopping enthusiasts,” the category of shopper who are most likely to shop using mobile devices. The first step in reaching those shoppers is through legacy media: Six 30-second TV commercials began airing Sept. 14 on national cable network shows including Top GearSportsCenter,Tosh.0The Daily Show with Jon StewartTop Chef and The Rachel Zoe Project — about the time Googlers started hitting this site looking for more information about the actress in the “Blue Jeans” ad.

At the time of this writing, this “Salon” clip (uploaded Sept. 13, 2011, on YouTube) had 12,336 views, 39 likes and 36 dislikes. A fan’s comments tipped me off to the name of the woman playing the “shopping enthusiast.” She is Kestrin Pantera, an actress, producer and voice-over artist who has a band and studies at the Groundlings. You can read more about her on IMDB.

About the eBay YouTube Channel
(As of Sept. 26, 2011)

  • Channel Views: 185,968
  • Total Upload Views: 1,724,434
  • Joined: Oct. 30, 2005
  • Subscribers: 1,272

 
AGENCY: Venables Bell & Partners, the folks who convinced us that Slim Jims are “mantastic!”
 

* * * * * * * * *

 

EARLIER: Toyota Venza Girl in eBay ‘Blue Jeans’ ad

 

EVEN EARLIER: Toyota Venza: ‘That’s not a real puppy’

 

Author: Jacqui Barrineau

Jacqui Barrineau is a writer and editor who lives in the suburbs of Washington, D.C., with husband Trey, a Shetland Sheepdog, and two unhelpful-but-funny cats. Her work has appeared in "So to Speak" and "Calliope," and she's a regular contributor to the flash-fiction sites Paragraph Planet and Doorknobs & Bodypaint. Once upon a time, she was the audience engagement editor at USA Today. Now she does other fun things that involve advertising, marketing and social media. The views expressed here and in other outlets are hers, not her employers'. Outside of work, she's proud to serve on the Northern Virginia Community College Marketing Advisory Committee. As a committee member, she joins industry leaders in lending their knowledge and expertise to ensure the college's Marketing curriculum is relevant and responsive to the needs of the students and the surrounding business communities.

One thought on “eBay polishes its new act in ‘Salon’ commercial

  1. Pingback: Toyota Venza girl does an ad for McRib « J's Pages

Talk to me!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s