Posties pick out the ‘2am special’ in first eBay campaign from CHE Proximity

eBay is giving Australians an inside look at posties’ tea break chats in its first campaign from CHE Proximity, which was added to eBay’s creative agency roster earlier this year.

The ads show posties surveying various online shopping packages, guessing who made them and why. The first ad features the ‘2am online special’ –  a random assortment of items that could only be purchased by someone struggling to sleep.

With a multitude of eBay parcels delivered around Australia every day, the campaign seeks to highlight the idea that nobody understands online shopping habits more than our posties.

The second ad finds the posties in an office building lift, where one postie accidentally sticks his foot in it by inadvertently criticising an office worker spending too much on her online shopping  because she did not buy it on eBay.

CHE Proximity’s chief creative officer, Ant White, said in a statement: “We all know that Aussies love a bargain and hate to feel ripped off. This campaign reminds us that eBay is the undisputed one-stop shop for everything Australia wants and needs, every day – and at some of the best prices.”

“The humble Aussie posties remain neutral in the online retail war. Although unbiased, they know everything about the nation’s shopping habits, with millions of parcels passing through their dexterous fingers daily. This new platform from eBay shows us what really goes on behind-the-scenes,” added CHE Proximity Sydney’s executive creative director, Wesley Hawes.

The campaign will also be executed across radio, OOH and social, and a new TVC will launch closer to Christmas.


Creative agency: CHE Proximity
David Halter – Chief Strategy Officer
Vanessa Nicol – Managing Director
Ant White – Chief Creative Officer
Wesley Hawes – Executive Creative Director
Sam Dickson – Creative Director
Cameron Bell – Creative Director
Cass Jam – Senior Art Director
Geoff Fischer – Senior Copywriter
Karolina Alas – Senior Account Director
Jack Hale – Senior Account Manager
Holly Alexander – Director of Strategic Production
Karine Pawel – Producer
Miranda Pezzimenti – Assistant Producer
King Yong – Social Agency Editor

Production company: Guilty Credits
Tony Rogers – Director
Tim Parrington – Editor
Jason Byrne – Executive Producer
Victoria Walker – Line Producer
Marin Johnson – DOP
Heckler – Post Production


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