Amazon Ads' New Rendition of ‘Ads That Work as Hard as You Do’ Works Out for All

Amazon’s ‘Ads That Work as Hard as You Do’ is back, and this time, it’s helping out more than small businesses (SMBs) who sell on the platform. Code and Theory partnered with Amazon Ads to bring the music-fuelled spots to life and help small business owners, especially those selling services, get in front of the right customers through Amazon Ads. 

The high-end production utilises Cheap Trick’s 'I Want You to Want Me' to show how a small fitness studio used Amazon Ads to gain new customers. In addition to the health and fitness industries, Amazon Ads aims to reach a wide breadth of business owners, including those in the automotive, travel and hospitality and media and entertainment industries, to show how they are a couple of simple steps away from meeting their perfect customers, without needing to sell products on the platform. This is the first time Amazon Ads has announced these capabilities. 

The campaign utilises display, social and out-of-home ads, with sponsored TV ads coming soon. 

Code and Theory led the project’s production, marketing, campaign, brand strategy and motion. Last year, they brought the first ‘Ads That Work as Hard as You Do’ campaign, proving to SMB owners that this mega-brand is a colossal collaborator, not a corporate competitor. The campaign went on to win multiple awards from the Association of National Advertisers B2 Awards and The Drum Awards for Marketing.

Lucia Ying, global brand lead SMB Marketing for Amazon Ads, says, “Amazon Ads has successfully grown in a market where other players have been very steady. With the help of Code and Theory, we’ve taken this campaign to the next level to show all small and medium businesses that Amazon Ads is there to help connect them with the right customers.” 

Katherine Auguston, creative director at Code and Theory, says, “Our first ‘Ads That Work as Hard as You Do’ campaign made a huge ripple in the waters of SMB marketing. Adding a classic musical element helped us connect the nostalgia of the ages with a digital-forward world, which provided a fun, unexpected twist. It’s exciting to see how many businesses we may be able to help grow together.”