eBay Turns the Dial on Watches with New Series ‘Old School Meets New School’

eBay’s new social-first content series, Old School Meets New School, kicked off today with episode one. The series brings together two vastly different icons—one old school, one new school—to dish over their shared, yet different, love for watches. The series is created in partnership with independent agency The Many.

From historic brands like Rolex and Audemars Piguet to burgeoning industry newcomers, true watch enthusiasts love to rave over their collections. In the first episode, fashion icon Iris Apfel, who turns 100 years old on August 29th, and Grammy-nominated, new wave rap artist Lil Yachty, come together in conversation to highlight how we can connect over things we love no matter how different we may be. As Apfel and Yachty show off their favorite timepieces, the viewer sees how watches transcend genders, generations, styles, and cultures.

Known for her trail-blazing, iconic status, Apfel has followed her instincts and artistic vision for decades, regardless of what others had to say, and Yachty follows the same set of rules today, presenting himself to the world as only Yachty can. The unlikely pairing showcases that timepieces aren’t just statement accessories, they present an opportunity for individuality and ambition to thrive in spite of generational differences.

In the 60-second film, Apfel explains to Yachty that she accessorizes her wrist with “a mix of high and low, an expensive watch with a bunch of tacky little bracelets.” In staying true to the series’ name, Iris asks Yachty if he partakes in wearing two watches at a time–a fad that is popular in rap culture and Hollywood but dates back to the ‘70s and more commonly the ‘80s.

“eBay is a destination where vintage, contemporary and new inventory, as well as sellers and buyers, can come together to share a passion for watches. We’re living in a time where all things related to culture and fashion are starting to blend and be redefined by newcomers,” said Conner Needham, Junior Art Director at The Many. “This pairing of Iris and Yachty brings two unlikely icons together who have a shared passion for redefining trends. They opened up to each other about their love for luxury watches, which naturally showcased eBay as the go-to destination for all styles of timepieces.”

Staying true to The Many’s mission to challenge comfortable, “Old School Meets New School” was eBay’s invitation for talent to be vulnerable and look past the objects we all desire and more into what value they bring us. The new series showcases how even the most visibly public people can connect when they encourage each other to embrace authenticity.

Episode one is now live on the @ebaywatches Instagram channel.

The series is the next move for eBay as it expands its social community. Since January, eBay and The Many have launched the brand’s first-ever product-focused social channels dedicated to specific verticals—@ebaywatches and @ebaysneakers—and have crafted a content portfolio that celebrates some of eBay’s top-performing categories and further establishes eBay as a category leader. At eBay’s new channels, enthusiasts can dive deeper into the unique language and culture associated with collecting and cultivating one’s most beloved possessions, and the one-of-a-kind buying experience eBay has to offer.

Previous work from eBay and The Many this year includes:

“All for Kicks” – seven short films that showcase hyperreal sneakerhead moments

“The Sneaker Hunt” – a multi-channel interactive art experience that celebrates the process of finding, bidding on, and eventually copping the perfect pair of kicks. The collaboration included sweepstakes for fans.

“A Timeless Love Affair” – a short Film Noir that shows how luxury watches stand the test of time, just like true love.

“Watch Me” – a one-minute hype film accompanying the launch of eBay’s first-ever product-focused social handle, @ebaywatches, a dedicated luxury watches Instagram channel.

Check out the news at Campaign, LBBOnline, MediaPost, and Muse by Clio. We’re also proud to share that “Old School Meets New School” won Campaign’s Ad of the Week!

Credits

Client: eBay
Watches Social Lead, Renata Salazar-Costa
Head of Social Media Marketing, North America, Jen Haley
Director of Creative and Social, Maryann Bell
Associate Creative Director, Social Media, Nina Louie
Director, Marketing and Creative Operations, Kira Moller
Sr. Manager Paid Social Strategy, Craig Weinberg

Agency: The Many
Head of Production, Dave Horowitz
Producer, Kim Vorse
Partner / Executive Creative Director, Blake Marquis
Creative Director, Pam Fujimoto
Associate Creative Director, Mars Milisic
Associate Creative Director, Kate “Rizzo” Digilio
Senior Copywriter, Miles Evans
Jr. Art Director, Conner Needham
Jr. Copywriter, Will Luck
Director of Social Innovation, Kristin “KB” Busk
Design Director, Jorge Andrade
Senior Designer, Amy Woo
Animator, Ryan Hoog
Senior Animator, Scott Woodburn
Group Brand Director, John Line
Senior Brand Director, Rediate Tekeste
Associate Brand Director, Emily Risher
Associate Director of Project Management, Keara Hanlon
Project Manager, Jin Laqui
Media Director, Anthony Rocker
Associate Media Director, Alyssa DeSangro
Group Strategy Director, Andy Craig
Social Strategy Director, Harriet Riley
Strategy Director, Nicole Fuhrman
Senior Social Strategist, Adriana Solache Olijve

Production Company: Los York
CCO / Director, Seth Epstein
EP Live Action, Leticia Gurjao
EP Studio, Melina Osornio-Andrade
Head of Production, Mariel Sands
Live-Action Producer, Russ Katzman
Field producer, Chad Tingle
DP, Eduardo Whaite
Production Designer, Belinda Scott
Post-Production Producer, Joe Abou-Sakher / David Thomas
Media Production Manager, Rod Thomas
Design/Animation, Daniel Miller
Editor & Colorist, Emma Blackstone
Assistant Editor, Tony Scharko
Sound Design & Mix, Dennis Durante