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By Amy Houston | Senior Reporter

July 11, 2023 | 2 min read

The campaign from the e-commerce giant's ad division shows the time, effort and energy that goes into bringing a campaign to life.

Amazon Ads has launched a new brand positioning that speaks directly to the people that bring advertising campaigns to life. In ‘Ads That Work as Hard as You Do’, viewers are introduced to the fake brand Cheri and the behind-the-scenes details efforts that go into launching a brand.

Sadly for Cheri, the months of planning and strategizing result in a terrible media placement that sees a promotional billboard blocked by a huge tree behind a busy freeway.

By ending with the image of the obscured billboard, the message that Amazon Ads wants to drive home is that it offers alternative premium media placements.

Accompanied by three 15-second ads, the campaign is live in France, Italy, Germany, Spain, UK and Canada, and features online video, social media, digital display, and digital audio executions.

Anomaly is the agency behind the idea, with media planning handled by Rufus.

The online retail giant is doubling down on promoting promoting its advertising division comes after seeing significant growth from brands tapping into its services. According to an earnings report from February, it delivered $11.6bn in sales for the fourth quarter, a 19% year-over-year increase. Meanwhile, rivals Google and Meta have suffered a slowdown in digital advertising.

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