We all know eBay as the internet’s garage sale. It’s sometimes even referred to as ‘flea-bay’. It’s where we’ve gone when we just couldn’t find that thing anywhere else. But when it comes to luxury resale, that’s a problem and an opportunity. The resale fashion market is growing 11x faster than traditional retail. But 25 years of not changing left eBay without a real role in culture. And new platforms are establishing themselves as trusted, premier destinations for resale style and luxury goods.

How could we get a new generation of Style customers – Gen-Z & Millennials – to consider eBay as a destination for their next purchase if they didn't see eBay as a trusted source of Style goods? We needed to reintroduce & sustain momentum for eBay’s Authenticity Guarantee service amongst current & prospective customers who were skeptical of eBay’s high-value items in luxury & style.

Our film rushes headfirst into a world of fakery – one where it’s almost impossible to tell what’s real. From taking selfies in front of beautiful waterfalls that turn out to be a green screen to someone pretending that “Bae caught me sleeping” to fake news and conspiracy theories, we highlight the pervasiveness that fakery has in our day-to-day lives.

We then transition and make the comparison to fakery in the fashion and luxury worlds, where it’s all too easy to unwillingly buy fake watches, fake handbags, fake jewelry and fake sneakers. Finally, we introduce eBay’s real authenticators (not actors) – the experts behind eBay’s Authenticity Guarantee, and the brand’s solution to all things fake.

We had the rare opportunity to make a bold cultural statement in our campaign. In a world full of fakes, we were inspired to remind ourselves and the community of the importance of living with authenticity. We created a brand platform with a clear message: Everyone Deserves Real. We focused on building awareness of the Authenticity Guarantee service by highlighting the overwhelming amount of inauthentic cultural moments we experience in our daily lives. By establishing our point of view on fakery in the world, we changed the minds of our critics who don’t trust they’re ever getting the real thing on eBay. So in a world where it’s now harder than ever to tell what’s real, we made sure to guarantee that our authenticators will make sure it’s never on your body.