Goodby, Silverstein & Partners created these playful ads to promote eBay's vast collection of products by incorporating catchy songs such 'Tik Tok' by Ke$ha. The commercials play the songs while show clips of products that are referred to in the lyrics.
For example, the Tik Tok by Ke$ha song talks about getting pedicures and having "boys blowing up [her] phone." As the song plays, images of foot care products, nail polish and smartphones are seen.
The ad cleverly promotes products that are available for purchase through catchy lyrics and playful imagery. This ad is one of the five commercials that are part of this promotional campaign. Some of the other songs the eBay uses includes 'Riptide' by Vance Joy and 'Only the Good Die Young' by Billy Joel.
Key Themes Behind This Trend
- Innovative Advertisements
- Using creative and catchy songs to promote products in advertisements presents opportunities for disruptive innovation in the advertising industry.
- Targeting Younger Demographics
- Incorporating popular songs and playful imagery to appeal to young customers offers opportunities for disruptive innovation in the retail industry.
- Personalization in Advertising
- Using specific products related to the lyrics of songs in advertisements presents opportunities for disruptive innovation in personalized advertising.
Where This Applies
- Advertising
- The use of catchy songs and playful imagery presents opportunities for disruptive innovation in ad creation and targeting.
- E-commerce
- Incorporating popular songs and specific products into ads can attract younger customers and present opportunities for disruptive innovation in the e-commerce industry.
- Music Streaming Services
- Partnering with companies to use songs in advertisements presents opportunities for disruptive innovation in monetizing music streaming services.
