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All of those cardboard boxes from Amazon have eBay dreaming of a more colorful shopping world. And now the online marketplace is taking aim at the Seattle-based e-commerce giant with a new ad campaign urging users to “shop like nobody else.”

The 60-second ad — called “Fill Your Cart With Color” — debuted during the NBA Finals on Sunday night. It opens with a guy plucking boxes off a conveyor belt before asking, “When did shopping become so beeeeeeeeeeeige?”

The next 50 seconds of the ad are populated by colorful shoes, clothing, Jet Skis, drones, leaf blowers, trucks, umbrellas and more — and the people opening boxes containing these items are, needless to say, very happy.

An explainer on eBay’s site says that beige is boring and whether you get something “new, nearly new, or totally you,” shopping on eBay brings joy.

AdAge says the campaign is by 72andSunny, which was named eBay’s global creative agency earlier this year.

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