Randall Park Is 'Spokes-Parent' in Amazon's Cheeky Back to School Spot

Our kids are great. They’re also expensive. So for Amazon’s Back to School campaign, we told parents to spend less on their kids. Because in a year of historic inflation, Amazon figured parents could use some savings. And some laughs. Amazon casted celebrity parent, Randall Park (star television dad from 'Fresh Off The Boat'), as its brutally honest 'spokes-parent' who proudly imparts the 'novel idea' of simply spending less on kids.

Back to School season is an annual reminder of how costly kids are. Amazon's tongue-in-cheek campaign speaks directly to parents who are looking to save some money on school this year.

The campaign utilises celebrity spokes-parent, Randall Park, to bring a comically honest and relatable perspective to the increasingly costly Back-to-School shopping season– just spend less on your kids by shopping with Amazon.

The goal of this campaign is to show parents how Amazon is a single-trip destination with everything customers need for Back to School with amazing deals and every day low prices. Because in a year of historic inflation, we felt parents could use a bit of levity and a lot of savings.

“Back-to-School advertising is all smiling kids, bright colours, and happy music. But no one talks about the elephant in the classroom: Back-to-School season is an annual reminder of how incredibly expensive it is to raise children,” said Jo Shoesmith, Amazon XCM executive world wide creative director. “That’s especially true in this age of steep inflation, when it’s hard to afford eggs, much less backpacks. Fortunately, Amazon has low prices on all the stuff kids need. So, we’re breaking through the category clutter with Randall Park’s comically honest parental perspective, and giving parents everywhere permission to do something that sounds kind of wrong… spending less on their children.”