The campaign, created by Delaney Lund Knox Warren & Partners, is running under the theme "Buy it. Sell it. Love it" and coincides with the fifth anniversary of eBay's presence in Britain.
The TV burst, which will run nationally for six weeks, comprises a 60-second and two 30-second spots. Each features a diverse range of people, from a diver to lingerie sellers, each describing the fun they've had buying and selling on eBay.
The ads were written by Martin Cox, art directed by Richard Lovell and directed by Sam Cadman through Rogue Films. Media panning and buying is by PHD.
They intend to alert people to the fact that eBay is for everyday use, selling a car every four minutes, an item of clothing every 20 seconds and a CD every 11 seconds.
Simon Darling, eBay's UK marketing director, said: Many people know eBay for amusing, unusual and hard-to-find items. We want to show the huge variety of everyday items that are traded on it as well."
Founded in California in 1995 by Pierre Omidyar, eBay claims 114 million users in 29 markets and 25 million items for sale at any one time.
It is said to have netted Omidyar a £5 billion fortune.