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Tuesday, November 3, 2009 at 11:42 am
Personally, I think it’s kinda good that eBay is going to gear up a huge ad campaign at all. It’s the first in 18 months for them, and signals further improvements for the environment. On the other hand, you want brick-and-mortar stores to do well this holiday season. The more successful eBay is at marketing itself as a place you buy new stuff, the less shopping there may be at the Nordstroms, Wal-Marts and dollar discount stores this Xmas. So there’s that. Then there’s the slogan itself. “Come to think of it — eBay.” Personally, I find myself wondering about it a little bit. Sure, it’s positive. It says, “Hey, I was trying to think of a place to go shopping. I should have thought of eBay first because you can pretty much find anything you want there.” It’s not altogether dissimilar to the famous, “Wow! I shoulda had a V-8!” campaign that sold millions of confused drinkers on the weird, salty, vegetable beverage that has always been slightly less than top of mind for thirsty consumers. As a slogan, it’s catchy. It makes you think a bit. Maybe too much? Ah, there’s the rub. Does it make you think TOO much? As in, “I guess I haven’t thought about eBay because it’s pretty much the last place I’d go for holiday shopping,” or “Yeah, I’ll go on eBay right after I’ve tried everything else”? The truth is, I don’t know. I shop on eBay a lot. I think it’s reliable and fun. I’ve bought cameras, rugs, guitars, and other random stuff on it. I go back all the time. So maybe I’m not the right audience for a “come to think of it” strategy. I tend to like slogans that say, “You GOTTA love this!” as opposed to crafty end runs that try to embed themselves in one wrinkle of my gray matter. I’m a sucker for slogans, of course, as I’m sure are you. Others that have remained with me over the years include:
We’ll see how this new one works out. I’ll just stash it in my vast vault of fatuous slogans and jingles and see if it stay in there, like the Buster Brown shoe jingle, or vaporizes like so many others have over the years. What do you think? Will “Come to think of it — eBay” drive you like a hot, dry lemming to the ocean of objects on sale at that worthy destination? Come to think of it, time will tell. Jingles be darned — I shop for new stuff on Amazon because I can read the users’ reviews. They are the most valuable resource a shopper has. ‘Course then I might actually BUY the item on eBay. Once I know I want it, I’ll shop around. Where eBay is so very valuable is finding old, weird items, and the PARTS for them! Luddites the world over love eBay because it is the best place ever to shop for the odd bits that keep their obsolete treasures running. The ability to sell ‘junk’ on eBay also provides a valuable cash incentive for cleaning out attics, garages and basements everywhere. eBay is the second ‘R’ in “Reduce, Reuse, Recycle!” As far as jingles go, my favorite was for Almond Joy and Mounds candy bars — “Sometimes you feel like a nut, sometimes you don’t!” Posted By EAB Frederica DE : November 3, 2009 12:29 pm
I’d given up on eBay because it was seeming that the scammers had gotten the upper hand. Since Bing endorses it, however, I may do a bit of xmas shopping there. Maybe they should switch their slogan to “Bing says eBay!” Posted By Leeroy : November 3, 2009 12:46 pm
Bing, Government Bailouts. Good for the country. Great for CEOs. Fox News. The finest in comedy TV. Tums. What America asks for when Sarah Palin speaks. Rod Blagojevich, Motivational Speaker. You’re getting more than just great hair. Bernie Madoff Savings and Loan. A name you can trust. Posted By Tim, McKinleyville, CA : November 3, 2009 1:18 pm
Overthinking it – ebay. Another commercial that is going to fall victim to my DVR’s 30 second skip button. I second EAB’s Amazon comments. Posted By Jake, Mpls, mn : November 3, 2009 2:03 pm
Bing you forgot a few important phrases,that have become familiar to us all at some point in time. “Some Assembly Required” Posted By Jack Hamond Canada : November 3, 2009 2:31 pm
Bing, How about collecting a list of other memorable advertising jingles and phrases while we’re at? For instance: “It takes to hands two handle a Whopper” “See the USA in a Chevrolet” “It’s the real thing” Posted By Bill, Michigan : November 3, 2009 2:55 pm
I recently purchased a comparatively expensive set of fire place accessories from a reputable online retailer, not eBay, and had them sent directly to a relative as a gift. Mistake. These gleamingly photogenic hearth implements had not been machined, they had not been cast, they had not been extruded. They had been excreted. Fortunately I can return them it says here. Come to think of it, why not get a hands on look at what I plan to buy? Posted By Ed, Montreal : November 3, 2009 3:29 pm
Okay, you guys. Go for it. How many slogans can you remember? Burger King has had a LOT of them over the years. “Have it your way” was huge. And who can forget, “The bigger the burger the better the burger, the burgers are bigger at Burger King”? Posted By Bing : November 3, 2009 3:53 pm
The answer to our current economic woes: “Plop, plop, fizz, fizz.” Posted By Jerry, Arlington, VA : November 3, 2009 4:54 pm
Bing, your link for the Buster Brown jingle sent me to a YouTube video about Velveeta cheese, which had no discernible jingle. I was hoping for a new ringtone! As for memorable jingles, how about: Posted By MW, Medford, MA : November 3, 2009 5:50 pm
Bing, Since these campaigns can only serve a reminder that there is a yard sale online and you are missing it, I find the new slogan forgettable. I would thought eBay would have taken advantage of the verbing of brands, e.g. Googling, FaceBooking, Tweeting, etc. They seem to have missed the boat. From within my own family, if one of my kids loses a stuffed animal, breaks a favorite toy or needs something that can be used, my wife and I just say “eBay ‘it’”… Posted By David, Los Angeles CA : November 3, 2009 8:37 pm
Bubba and Lilly, go! If you don’t buy this magazine, we’ll kill this dog. National Lampoon, 1973. Posted By Paul, Miami, Fl : November 3, 2009 9:33 pm
Ever notice how MUCH SALT is in ALL soup cans? Broth can also have MSG – BEWARE! Soup MAY be good food – when YOU MAKE IT AT HOME…..without the bloody can!!! Posted By robert Puget Sound,WA : November 3, 2009 11:28 pm
I have a good friend who purchases his many outdoor recreational toys via ebay and craigslist (which is basically a regional ebay with sexual weirdo categories). He has the most remarkable collection of broken down drag boats, personal water craft, snow cats, snow blowers, tractors, motorcycles, vintage cars, blurry widescreen TV’s, and quad vehicles ever gathered in one location (at a magnificent lake place with two huge garages, one with separate upstairs living quarters, and a full sized automotive lift). None of it ever works, but the redeeming factor is his vintage soda vending machines filled with plenty of bottled beer to mitigate his incessant mechanical failure related tantrums. It is nice to be able to turn the heat up to 70 degrees on a cold winter night, curse the damn machines in total comfort, and get pleasantly sh*tfaced…..but I digress. The ebay slogan will indeed stick in my mind…as emblematic of a conduit for all of the mouldy broken down crap that once, when new, populated the top of every adolescent’s ‘want list’. Come to think of it…old dreams die easy…thanks to ebay. Posted By Mike, Spokane, WA : November 4, 2009 12:51 am
“Taste me, taste me; c’mon and taste me. That’s all Doral asks, ‘taste me!’” George Carlin had a field day with that one. Posted By Steve, Charleston, WV : November 4, 2009 12:59 am
Don’t forget about “Have a Coke and a smile.” Another classic slogan. Posted By Larry, Lampasas, TX : November 4, 2009 4:03 am
Rinso White! Happy little wash day song. WWII: Loose lips sinks ships! Enjoy the cool fresh menthol taste of “Cools”. Camels: Good for the tee-zone! Lucky Strikes: mean fine tobacco! Black Label: The beer that made Milwaukee famous! Mabel, get off the table, the two bucks is for beer! Red Man: Fine chewing tobacco! Uncle Sam wants you!!! Sampson: The 97 lb. weakling! Winston-Salem: Means quality, fine tobacco! Posted By Bob, Michigan : November 4, 2009 8:09 am
Corrections: L.S.M.F.T, Lucky Strike, means fine tobacco! Mabel, Black Label! Posted By Bob, Michigan : November 4, 2009 8:25 am
We are telling our age by remembering some of these slogans! The Winston Cup isn’t around anymore, but you know what I mean if you can spell NASCAR. Then there are the local ones: Winston paid for the car. Winston-Salem. That sounds familiar. Posted By Jim, Winston-Salem, NC : November 4, 2009 9:19 am
I don’t think it’s a question of age, Jim. I think the whole idea of slogans and jingles had its heyday some years ago. There’s a lot of clever advertising around now, but less of it depends on wordplay and music, I think, and more on images. Like, one of the great campaigns right now is Apple’s evisceration of Microsoft. I don’t even recall a slogan there at all… just two guys, one of whom you want to be, the other most definitely not. It’s funny. It makes its points. It gets out of there. There may be a slogan, but I don’t recall one. I also love the Prius ad with all the little people dressed up as flowers. No jingle. Just an old song from the 70s, “Let your love grow.” And a button at the end I can’t recall. I wonder if anybody out there can bring to mind any particular tag line, jingle or slogan from the last five years… Posted By Bing : November 4, 2009 9:55 am
the best one of them all. the Reagan era, “where’s the beef?” Posted By joe st. cloud minnesota : November 4, 2009 10:23 am
I seriously doubt slogans help with your image and sales: Ford, GM and Chrysler are good examples. Budweiser and McDonalds?: they have the beer and burger monopoly. eBay? they have the garage-sale-by-internet monopoly. Talk about a waste of money, airwaves and paper!!! For those who do not agree: should all the CEO’s of the Fortune 500 deserve to be fired and replaced with jingle and slogan writers??? Posted By Isaac, Culver City, Ca. : November 4, 2009 2:07 pm
The corniest jungle ever: Posted By Cash_IsTrash, NYC, NY : November 4, 2009 4:58 pm
You’re right, Bing. I can’t think of one, either. Posted By Jim, Winston-Salem, NC : November 4, 2009 8:29 pm
When EF Hutton talks, people listen Posted By Anonymous : November 4, 2009 9:54 pm
Hmmmm, a slogan from the last 5 years? ‘So easy a caveman could do it’. Thankfully, the series spin-off collapsed, but this particular property has legs, as does the Geico Gecko (though their pile of currency with eyes is stupid, and will suffer an early demise). No slogan involved, but the weird Progressive Insurance girl makes my ancient blood run hot! I believe I am not alone in this respect. I think the ad premise long ago replaced the slogan in marketing value…longer lifespan, the ability to adapt, and even service multiple target audiences via segment tailoring. LSMFT might have lasted a few years back in the 50’s, but it would never have (nowadays) anywhere the decade long staying power of the CEO Jack-in-the-Box character. Evan a decent slogan now requires a decent sight gag and double meaning; the car oil marketing slogan ‘Now you’re thinking with your dipstick Jimmie’ requires a strong supporting character. Posted By Mike, Spokane, WA : November 4, 2009 10:27 pm
Here are couple that come to mind: “Give it to Mikey, he’ll eat anything” – Mikey a.k.a Federal Gov’t? “I’m Loving It” – catch McDs slogan now used by bailed out and recently BK’d recipients? The Energizer Bunny that just “Keeps going and going and going…” – kind of like the stock market going up and down, going up and down, going… Posted By Alfredo, Los Angeles, California : November 4, 2009 10:52 pm
If slogans are supposed be catchy phrases that prompt clients, what happened to this one: “Be all that you can be” in the military? 70% fail to qualify! Do we need a draft to coerce these fine young people get fit? This makes one wonder, is slavery wrong? How else can one crank the engine of the human gnome to do what he was created to do? Any answers out there? Puzzeled and more puzzeled……. Posted By Bob, Michigan : November 5, 2009 8:08 am
How about a few nominations for worst jingles/slogans of all time, especially if they’re unintentionally funny? One that comes to mind: The F&M Schaefer Brewing Company, which specialized in … inexpensive brews: ” … the one beer to have when you’re having more than one.” Posted By Cliff Tan, Saratoga, CA : November 5, 2009 11:11 am
None of these slogans has the longevity, energy, and simple beauty of the motto, found on every Idaho license plate…”Famous Potatoes”. Posted By Mike, Spokane, WA : November 8, 2009 12:21 am
“Come to think of it, I’ll have a Heineken.” Posted By Robert, Honolulu, Hawaii : November 11, 2009 4:23 pm
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Stanley Bing
Stanley Bing is a Fortune columnist and best-selling author of business books noted for their wisdom as well as their sharp, slightly acrid sense of humor. He is also the only writer on business and the workplace who still puts on a suit and tie and goes to do battle with the dragons that breathe fire at corporate America every day. This blog captures what remains of his brain after it has exploded in all other directions.
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eBay is the engine that drives the business-consumer ice flow due South. No life preservers available!