In this campaign, we bring to life the stories of 3 individuals and a couple, all of whom experience unexpected benefits as a result of immersing themselves in Prime Video shows. From a downtrodden woman who learns to be more assertive in the style of Vikings’ badass warrior queen and a Dad who recaptures his vigour having watched Jack Ryan, through to a couple who rekindle their passion via the steamy show Outlander and a mummy’s boy who finally learns to break free with the devilish drama Lucifer.

We developed an idea which focused on people's relationship to great shows. A campaign anchored in the insight that our favourite shows don't just stop when you've finished watching, they stay with you throughout your life too - sometimes appearing in the most surprising of places. So we created a series of TVCs which depicted Amazon Prime Video viewers who were transformed in various ways by the shows they had immersed themselves in.