eBay Crash Sale

Directed by Amber Schaeffer of More Media, this bold and cheeky campaign for eBay turned the tables on one of the biggest shopping events of the year—Amazon Prime Day. With Amazon generating millions in sales during the self-created holiday, eBay seized the opportunity to disrupt the retail giant’s spotlight and redirect attention with an unforgettable counterstrike: the Crash Sale.

Inspired by the infamous crash of Amazon’s website during the previous year’s Prime Day, the Crash Sale leaned into humor and irreverence, offering deals on products people actually wanted. To amplify the impact, the campaign introduced a tongue-in-cheek spokesperson—none other than Alexa, the name synonymous with Amazon itself. This savvy creative twist not only took a playful jab at the competition but also cleverly positioned eBay as a brand that truly understands its customers’ needs.

The campaign resonated far and wide, driving traffic and sales for eBay while making waves across social media and the press. With its bold creativity and strategic wit, the Crash Sale earned accolades, including a Shorty Award and a One Show Merit Award, solidifying its place as a masterclass in marketing disruption.