Spin

TV / Social / Online

Challenge: eBay Motors needed to motivate drivers to proactively replace worn tires – reframing preventative maintenance from an easily delayed task into something urgent, relevant, and top of mind.

Solution: A broadcast-led campaign supported by social cutdowns that subverted a familiar driving fear. We dramatized the loss of traction as a surreal, high-speed spin through city streets – pairing visceral visuals with a calm, matter-of-fact script to underscore the importance of replacing tires before it’s too late.

Results: Cut through category conventions and elevated attention around proactive tire replacement, driving 2.4 million YouTube views in the first three months and reinforcing eBay Motors as a smart, accessible destination for essential vehicle maintenance.

Directed by Trevor Paperny