To help get customers excited about watching Thursday Night Football on Amazon, a campaign was created focused on the literal side of who will be playing, starting with the Bears and Packers streaming live September 28 on Amazon.
In the spot, a British naturalist, a la David Attenborough, studies two species that are definitely not in their natural Amazon habitat – bears and fish packers. The grizzlies and the fisher folk are meant to represent the Chicago Bears and the Green Bay Packers, and the two species toss fish back and forth like a football as the naturalist seamlessly goes from observer to announcer, saying that the Bears and the Packers are playing in the Amazon stream for the very first time.
This is the first game that will stream on Amazon after it was announced in April that the NFL had sold the streaming rights to the retail giant after an initial streaming trial with Twitter the previous season.
In June, Amazon was reported to charge $2.8m for its NFL ad packages.
Future spots will promote more ‘never seen before’ scenarios for when the Eagles meet the Panthers on October 12th, and the Steelers face the Texans for a special Christmas Day game on December 25th, all for the first time on the Amazon stream.
The campaign was created with CP+B LA and was shot by Andreas Nilsson – acclaimed music video and commercial director behind 2013’s “The Epic Split.” The ads will run online, supported with a digital and social media buy.