Amazon Prime Video dramatises real-world mundanity to show lasting power of its originals

Amazon Prime Video has injected a bit of drama into the mundane to demonstrate the impact its programming has on real-life situations as it launches the next installment of its 'Great Shows Stay With You' campaign.

In a series of four films, the streaming arm of the e-commerce giant shows ordinary people at work, with friends, dining out and even delivering a drainage systems talk at a conference. Although the situations don't cry out as anything out of the usual - the framing of the scenes are more fit for the TV screen than reality. Each film centres on a different Amazon Prime Video original series, including The Marvelous Mrs. Maisel, Hanna, New Amsterdam and All or Nothing: Manchester City.

In one film, at a conference for drainage systems which appears to have dragged on, a nervous speaker stands up to address the crowd. After his shaking hands lead him to drop his notes, he appears to have succumbed to the frog in his throat, with the attendees making awkward faces to each other.

However, mirroring his inner 'Mrs. Maisel' - Amazon's stand-up comedy protagonist - the speaker turns the conference around until the crowd are in stitches. As he stands with his sweaty armpits in the air, the film cuts back to '24 hours earlier' as he lies in his hotel room watching the TV show with Mrs. Maisel triumphantly ending one of her shows.

Obviously inspired by what he sees - the tagline across the screen reads 'Great shows stay with you.'

This is the first work Droga5 London has created for Amazon Prime Video since it was acquired by the managing consultancy Accenture Interactive back in April.

Droga5 London's first campaign with Amazon Prime Video launched last year, running under the same tagline, and celebrated the benefits of binge watching.

Discussing the campaign, Raphael Basckin group creative director at Droga5 said: “With this campaign for Prime Video, we continue to explore how great content has a transformative effect on its viewers. Once again, we revel in the joy of seeing familiar people act in unfamiliar ways. This time, however, we only dip into our character’s lives for a single, dramatic moment.”

“The real joy of this campaign is imagining what is running through these people’s minds as they march into the spotlight. Do they hear the soaring music? Do they feel the hot gazes of the people around them? How do they imagine this moment playing out? And most importantly, do they realise where what’s come over them has come from?”

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