Have you seen the new eBay commercial about the guy and his ink pen?
Apparently eBay is trying to reinvent itself – less of a used goods auction site, more of a shiny new things marketplace – with an advertising campaign that makes fun of, among other “old” things, ink pens and the people who use them.
The company recently began running a TV commercial called “Left Out” in which a guy named Pete shows up to a company meeting with, gasp, a pen and notepad instead of a tablet computer. When the boss asks Pete if he forgot his device, a woman at the table mocks him by saying, “Me Pete! Me use pen!”
An embarrassed Pete quickly uses his smartphone to buy himself a tablet…just before his obsolete ink pen bursts with a bright blue splash all over his white shirt.
The 30-second commercial ends with eBay’s new tagline, “When it’s on your mind, it’s on eBay.” It’s part of a series of ads targeting people who shop and buy using smartphones, which is a $4 billion-plus segment of the company’s market, according to USA Today.
You know what’s funny, though?
The anti-pen commercial does not appear to be going over well with viewers. It has has racked up more than 8,500 dislikes on YouTube, compared to a measly 320 likes. Whether those dislikes are from pen users is hard to tell, since very few of them are posting comments on the video.
The popular advertising blog Copyranter weighed in on the ad soon after it was posted to YouTube, calling it “universally despised.” As one commenter on the site put it, “Yes, please, I would love to spend $500 on a gadget for note taking so that I can replace my $1.99 pen and paper combo. My blood pressure goes up every time I see this commercial.”
When you think about it, the commercial doesn’t even make sense. Pete is a hopeless relic because he uses a pen, right? But then he uses his smartphone to order his new tablet.
Gosh, as we all know, there’s no such thing as someone who uses pens and gadgets. If you use a pen, don’t you also wear tri-corner hats, cook on a wood-burning stove and drive a horse and buggy? Surely pen users have never even heard of them new-fangled electric devices!
Another funny thing: The pen market is still alive and thriving, even if eBay thinks otherwise.
Earlier this year, research firm GIA estimated the global market for writing instruments at US$19.4 billion by 2015, with strong growth projected in Asia, South America and the Middle East, along with the usual healthy sales in the US and Europe.
Heck, even eBay had more than 100 pages of pens for sale this morning, just in the Office Supplies category.
So, this new spot gets a D minus from us. How about you?