eBay Motors needed a turning point that proved it was more than a parts source for car enthusiasts. For this campaign, we leaned into our own connection to car culture and showed the brand the way it actually lives inside the community, as the platform that helps people keep the cars they love on the road and the stories attached to them moving forward.
Built for enthusiasts by enthusiasts, the campaign celebrated owners who go the distance to keep their ride or die alive. From insight to edit, ideation to media, we made sure the community was not just represented, but actively shaping the work. Every part of the campaign was created with real enthusiasts, including the hero film directed by Cliqua and scored by the classic hip hop love ballad “Int’l Players Anthem,” grounding the work in emotion, nostalgia, and cultural truth. Because the best cars are not bought. They are built.
eBay Motors became a space where enthusiasts could preserve the cars they love and the culture they have built around them. The campaign ran across broadcast, OLV, streaming audio, digital, and social, featuring real enthusiasts putting real time, skill, and care into the cars that carry their history.
AGENCY:JOAN
GCD: Theo Gibson
ECD: ABE baginsky
SR. ART: Jaye Thompson
Sr. Copy: Emily Kaufmann