eBay has launched a new ad campaign, and already some people are scratching their heads. The first commercial for the ‘It’ campaign, created by BBDO, shows a pair of inventors creating the letters I-t(It), and then it becomes a hit, and everyone wants ‘It’. The tagline is “Whatever it is, you can get it on eBay.”

Still some are questioning why eBay needs to be launching a new campaign at all at this time. In my view, this campaign is more about repositioning eBay to compete with retailers heading into the Christmas season. The ‘you can get anything on eBay’ message will appeal to Christmas shoppers who are looking to buy the gift for the ‘person that has everything’. Additionally, the fact of the matter is that many times you can get anything that retailers such as Best Buy and Circuit City carry, for less on eBay. Assuming you buy it from a reputable seller.

While the first commercial itself didn’t blow me away, I like the concept behind the campaign. Also, it won’t hurt eBay to get additional exposure, with Google Base on the horizon as a potential competitor in the future.

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