eBay has released its end-of-year “Manifesto,” a :30 celebration of young consumers whose agility and persistence served them well this year. The spot was directed by Rocio Crudo (represented in the US by Easy Mondays), created via Achtung, and produced by E+P, with support from service company Chelsy on location in Vienna. Vignettes depict everyday life disrupted by challenges, with each solution facilitated on eBay.
While recent years have brought extraordinary challenges globally – often back to back – Crudo appreciates the simple, genuine and direct creative that fuels “Manifesto.” “It essentially shows us how to transform the present when shit happens,” she says.
In terms of casting, “It was important to assemble a very eclectic cast to represent this eBay community,” explains Crudo, who went beyond the look and into the identity of the characters, “their culture, personality, expression, and lifestyle, with the following in common: they each chose to embrace life and make the best of it, even when things were not going as planned. This is about hope, the chance for change and action, both ordinary and extraordinary.”
Crudo, who is from Argentina, says she was additionally inspired by “the opportunity to present an honest portrait of German culture in a simple way, with a foreign vision.”
eBay “Manifesto” is the culmination of a string of recent work directed by Crudo, including commercials for Philips, Renault, and Rockstar, each with its own message, be it equality, environmental protection, or sharing good vibes. “eBay wraps up this year with a very uplifting message: the sentiment of coming together and moving forward.”
Rocio Crudo is represented exclusively by Easy Mondays in the US, and by Rebolucion in South America.
