eBay Motors

Keep Your Ride-Or-Die Alive

Broadcast / Online Video / Social / OOH / Display / Owned Digital

Challenge: eBay Motors lagged behind competitors and was perceived as functional rather than emotional – disconnected from the enthusiast community it served. The task was to make car enthusiasts think of eBay Motors when they needed parts and accessories.

Solution: Created Keep Your Ride-Or-Die Alive, a full-funnel brand platform celebrating real enthusiasts and the emotional bond they share with their vehicles.

Built around the insight that cars carry memories, identity and personal history, the campaign positioned eBay Motors as the partner helping enthusiasts preserve the rides – and the culture – they have built around them. Real owners and vehicles brought the idea to life across film, photography, social, out-of-home and digital.

Results: The campaign helped shift eBay Motors from a transactional utility toward a passion-driven partner embedded in car culture. It generated 20M+ YouTube views in 12 days, alongside strong lifts in awareness, consideration and trust.

Directed by: CLIQUA
Agency: JOAN

Broadcast & Online Video

“Keep Your Ride-Or-Die Alive” :60
Featuring real enthusiasts and their vehicles, the hero film celebrated the time, skill and emotion invested in keeping a beloved ride alive – positioning eBay Motors as an authentic partner within car culture.

Campaign Photography – Built to Scale

A distinctive library of owner and vehicle imagery captured the pride, personality and emotional connection enthusiasts had with their rides – creating a consistent campaign world across online display, on-site content, social and digital.

:30 and :15 film extensions

‘Keep your ride-or-die alive’ :30s

‘Burn rubber, not cash’ :15s

‘Race Ready’ :15s

OOH – Campaign Platform

Bold owner-and-vehicle portraits translated the emotional platform into an immediate, repeatable outdoor campaign.

Digital Display – Full-Funnel Extensions

Static and animated units connected the emotional campaign platform with parts discovery, value and product consideration across the customer journey.

Social – Enthusiast Stories

Social content brought individual owners, vehicles and campaign stories into the everyday automotive conversation – extending the platform through shorter, community-focused formats.