eBay has called out the conditioning behind our judgmental eyes.

This new eBay ad goes after stereotypes and wins hearts
Voices Advertising Thursday, September 29, 2016 - 13:57

A new ad from eBay is warming hearts with its spirit of inclusiveness and courage to break stereotypes.

Men who dance, men who pout for a selfie, men who propose to other men… they all find a place in the ad. As for women, there’s the “behenji” who rides a Bullet, the homemaker who wants to put her feet up, the aged woman who wants to skip, and the Muslim woman who wants to celebrate Diwali.

Many a time, earnest inclusiveness can so easily become a saccharine exercise in diversity for the sake of it, but eBay keeps it simple and direct. People may judge, objects don’t.

Unlike the new Amazon ads which use products to reinforce gendered division of labour, eBay has cut through the clutter and called out the conditioning that makes it okay for a woman to wear anklets but not a man. This is one idea well sold.

Note: The views expressed here are the personal opinions of the author.

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