The ads created by agency Delaney Lund Knox Warren were directed by Sam Cadman, the director behind the Dom Joly comedy series 'Trigger Happy TV'.
One 60- and two 30-second TV ads feature vignettes of people describing things they have bought on the site.
The ads show up to 10 people telling the audience what they have bought on the auction site, but their sentences are cut short to jump to the next clip with humorous results.
For example, a woman is walking out of the sea on to a beach and says: "You can buy almost anything you want on eBay. I bought these flippers for..."
The ad then cuts to a man peering through a fish tank "...my goldfish. They love their new tank. Now all they need is some..."
Cuts to a woman in a lingerie shop "...silky lingerie from our shop."
At the end of the ads, the eBay logo and new strapline, "Buy it. Sell it. Love it", appears.
Simon Darling, eBay's marketing director, said: "Many people know eBay for unusual and hard to find items. We want to show the huge variety of everyday items that are traded on it as well. For instance, on eBay a car sells every four minutes, an item of clothing sells every 20 seconds and a CD every 11 seconds."
The first ad will be shown tonight on ITV1 during Tamzin Outhwaite's new drama series 'Frances Tuesday' and will feature heavily in the run-up to Christmas to entice viewers to get their presents online.
Media planning and buying is by PHD and PR is handled by Seventy Seven.
The production company behing the ads is Rogue Films, which has produced campaigns for brands including Tango, Vodafone and Nike.
eBay has a global customer base of 114m and has sites in 29 international markets. EBay.co.uk was founded in 1999 and has 7.5m unique users a year.
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