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By Audrey Kemp, LA Reporter

May 16, 2023 | 3 min read

From building new worlds with tents to one customer’s love affair with an eye-catching horse mask, Amazon’s new ads illustrate some of its best product reviews.

E-commerce giant Amazon has today launched a new brand campaign that takes direct inspiration from actual customer reviews.

Comprising four ads, the work celebrates the creativity of Amazon customers while also highlighting the broad spectrum of products available on the website. Each spot was directed by Gary Freedman, an award-winning director known for his previous Heineken, VW, Nike, Ikea and Doritos commercials.

Freedman’s new ads represent creative interpretations of customers’ stories with Amazon products, replete with direct quotes from their product reviews. The hero spot, ‘Tent,’ spotlights a pregnant mother who, in an attempt to create peace between her two young sons, buys them tents on Amazon. The ad also features her actual review: “Bought a tent for their beds ... Gave them a new world.”

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“We believe our customers, like us, are always looking for easier and better ways to get things done, solve problems, or simply find inspiration from browsing in our store,” Claudine Cheever, vice-president of global brand and fixed marketing at Amazon, said in a statement shared with The Drum. “Amazon exists to enable their inventive spirit with our ease, selection, value and convenience.”

‘Horse Head,‘ on the other hand, follows a young man and his unique courtship with a horse mask. His review reveals his rationale behind the purchase: “I get asked, ’Why do you have that?’ I simply reply ... ’Why don’t you?’“

The campaign, led by creative agency 72andSunny, launches in North America today across TV, digital, social and audio on Spotify. “After reading thousands of customer reviews on Amazon, it felt like we were getting a peak into what the brand means to people,” said Matt Murphy, chief creative officer at 72andSunny, in a statement. “The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”

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