It is rare -- actually it's pretty much never -- that I swoon over an ad campaign. But last night I saw two ads (while watching my favorite television show of the season, "Lost" on ABC) for Ebay that knocked me out! Both feature Ebay's new tagline "The power of all of us." You can see some of the ads at www.thepowerofallofus.com. Unfortunately the one called "Toy Boat" is not yet loaded up onto the site, because that's the one that literally caused me to say the word "wow" out loud. It tells the story of a young boy who loses his boat when it drifts out into the ocean, yet through a series of events he finds it again years later on Ebay. The idea is that, through Ebay, it is possible that nothing will ever be lost or forgotten. We all have the power to bring happiness to others, even if they are people across the world that we don't know.
So much advertising really stinks these days, and really treats the viewer as the lowest common denominator, so to see Ebay bringing its belief in the consumer to its branding the way it has already done with its actual product is great. Does any company or brand understand co-creation better?