Amazon explores new beginnings in latest global campaign for Prime
Exhausted coffee enthusiast dad and a gardening-obsessed city dweller at the center of latest work.
Amazon has released two ads that show how customers can kick-start new interests and hobbies as part of its global brand platform ‘It’s On Prime.’
‘Double Shot Dad’ features an exhausted new dad inspired by an episode of The Boys on Amazon Prime Video to improve his morning coffee. The 30-second ad sees him order various coffee-making equipment on Amazon while caring for his baby.
The second spot, the 60-second ‘Concrete Jungle’, follows a young woman who moves to a new city but is feeling lonely in her concrete flat. After watching an episode of the series Good Omens, she starts ordering gardening equipment on Amazon to turn her apartment into a green paradise.
Both ads were made by creative agency Wieden+Kennedy London and directed by MJZ’s Michael Spiccia. The video campaign is supported by out-of-home, paid social and digital display.
Credits
Creative directors: Charlie Lanus, Lucas Reis
Senior creatives: Brendan Madden, Spencer Llewellyn
Designers: Jon Harris, Jon Barnett
Executive creative directors: Ana Balarin, Hermeti Balarin
Group account director: Lucy Murray
Business director: Abi Devine
Account manager Louis Haines
Planning director: Rory Foster
Planner: Melanie Eckersley
Comms planning director: Calvin Lyon
TV producer: Aran Patterson
Executive producer: James Laughton
Heads of production: Richard Adkins, Amy Leach
Business affairs: Helena Tomas