Amazon Shows Up to ‘Save the Everyday’ In Genre-Crossing Campaign
Amazon has proven its ability to ‘Save the Everyday’, no matter the scenario or circumstance, in its latest genre-crossing brand campaign. Stepping into reality TV and action, the campaign reminds audiences that it should be their first port of call when they’re in need of good value, everyday essentials, planned or unplanned.
Consumers and everyday shoppers want to feel reassured and confident that they are spending their money wisely, and they don’t want to have to jump through hoops to do it. Amazon shows that this feeling is shared by some of the most extraordinary characters in film and TV, highlighting that their drama-filled, action-packed lives can also use Amazon to save their everyday lives.
The campaign, created by Amazon’s in-house creative agency and directed by Wayne McClammy through Hungryman, features two TVC spots, ‘Stain Protocol’ and ‘Real Housefight’. In ‘Stain Protocol’, a fight breaks out within a busy street scene. As the film’s hero fights his way out of a sticky situation, his pristine white T-shirt is stained in the process – serving as a reminder that even heroes need their clothes cleaned. The spot, which will run on TV/ POLV, digital and social, will also run in cinemas, surrounding the release of ‘Mission: Impossible - The Final Reckoning’.
In ‘Real Housefight’, a wine-fuelled argument takes place, reminiscent of the dramatic disagreements that frequently unravel during reality TV shows. As wine glasses break and red wine is thrown, a discreet order of kitchen roll and wine glasses shows that Amazon is there for when the drama winds down, and the cleanup ensues. Among other placements across TV/ POLV, digital and social, the spot will feature in reality TV networks and programming.
“In this day and age where value is increasingly important for how our customers make shopping decisions, we wanted to remind everyone that they can count on Amazon having the everyday essentials they need when they need them, at a reliably low price,” said Jo Shoesmith, executive worldwide creative director at Amazon. “Not only do we do that through the creative, but also the very intentional media placements where Amazon is showing up in those moments when you, or the characters we feature in the campaign, need the day saved.”
The two spots are accompanied by two social constructs, ‘Save the Fail’ and ‘The Total Package’. ‘Save the Fail’ leans into fail videos on social media to show how Amazon makes it easy to bounce back from your everyday failures, no matter how big, small or embarrassing they are. ‘The Total Package’ shines a light on distinct products that save the everyday with exactly what you need across a variety of scenarios, all available on Amazon at a reliably low price.
The message of ‘Save the Everyday’ is further reinforced through display and out-of-home activations, demonstrating how unexpected, yet everyday, situations can be ‘saved’ with the help of Amazon, which shows up exactly where and when customers need it.
