eBay x Jonny Smith, The Late Brake Show – Bringing the Circular Economy to Life
eBay x Jonny Smith, The Late Brake Show – Bringing the Circular Economy to Life.
BRIEF:
eBay’s Parts and Accessories division approached our talent with a clear but ambitious goal: Raise awareness of its Certified Recycled Parts (CPR) program by showing how sustainable, pre-owned car components can be just as trustworthy and desirable as new ones, and how its new online tools made the process of buying the correct parts easier. The brand wanted to connect with automotive enthusiasts in a credible, educational, and engaging way, positioning eBay not only as a marketplace but as a circular economy champion.
IDEA:
Jonny Smith, renowned automotive journalist and host of The Late Brake Show, was chosen by eBay for this campaign, as he’s known for authentic storytelling and a deep knowledge of this audience. We crafted a long-form YouTube film centered around a behind-the-scenes look at Charles Trent Ltd, one of Europe’s most advanced vehicle recycling operations.
The film followed Jonny on a full guided tour – from vehicle intake and disassembly to part testing, cataloguing, imaging, and listing – showing how cars are stripped, processed, and listed on eBay within hours. Crucially, we focused on data-driven operations, renewable energy use and the rigorous quality checks that define eBay’s CPR standard.
KEY POINTS:
- Jonny observed the entire lifecycle of a salvaged Tesla Model S and Mini Cooper
- The video showed how 100+ vehicles per day are dismantled at the Dorset facility
- All forklifts and machinery are powered by solar-generated electricity
- Every vehicle is barcoded and tracked
- Components are cleaned, imaged in dedicated photo booths, and uploaded to eBay within 24 hours, enabling parts to be shipped next day to buyers across the UK
- Jonny explored how parts like engines, door handles, and interiors are triple-inspected and tracked via OEM part numbers to ensure quality and safety
RESULTS:
- The video has reached 3.8 million views organically (and continues to grow two years on)
- Achieved exceptional watch time and engagement for long-form branded content (over 20 minutes)
- Sparked audience conversations around sustainability, electric vehicles, and trust in recycled parts
- Delivered high volumes of qualified views and positive brand sentiment for eBay
IMPACT:
This campaign successfully reframes how consumers view recycled car parts, and eBay’s solution to ensure that people purchase the correct parts for their vehicle. Jonny’s content helped the brand:
- Bring a human element to a complex supply chain story
- Highlight the economic, environmental, and emotional benefits of eBay’s service and position the brand as a key enabler of the circular economy
- Give people trust in buying parts from eBay’s CRP programme
This was more than just a video – it was a values-driven collaboration between a brand and a relevant talent, delivered with credibility and passion. As a journalist, Jonny Smith’s voice ensured authenticity and showed proof of the idea in action.
