Amazon Prime Canada


Agency: Akcelo


Amazon Prime is getting Canadians back in the gift-giving spirit this holiday season, enlisting WWE Hall of Famer Bret ‘The Hitman’ Hart and TV personality Lilly Singh in its new ‘Giftmania’ campaign, via brand experience agency Akcelo.

The campaign, which launched nationwide November 1, cleverly gamifies Amazon Prime’s Gift List feature, encouraging Prime customers to add products to their Gift List for a chance to win one of the items worth up to $300. A lucky few will even have their gifts delivered to their doorstep by Bret ‘The Giftman’ Hart in December.

In a hilarious long-form video, we see pro-wrestling legend and Calgary-born hero Bret ‘The Hitman’ Hart transformed into ‘The Giftman’, a modern-day take on Santa Claus. The spot opens with Hart’s original WWE walk-on music, and sees him deliver a typically enthusiastic piece to camera before being interrupted by social media sensation Lilly Singh, playing the role of the director. She corrects Hart, reminding him of his new alter ego as ‘The Giftman’, and then continues to feed him lines as he struggles to let go of his wrestling past.

“Giftmania is not just a campaign; it’s about kicking off the holiday season with excitement, humour, and festive cheer to Amazon Prime members across Canada,” says Aden Hepburn, CEO of Akcelo.

“The opportunity to work with Amazon on such an outrageous and fun campaign is a real endorsement for Akcelo’s creative reputation,” he adds.

“I am thrilled to see 'Giftmania' come to life and showcase the spirit of giving during the holiday season. The campaign is a fun, nostalgic way to get people thinking about what gifts are on their list as we move into the busy shopping period," says Mike Cornwell, Leader & Head of Amazon Associates Canada (Affiliates and Creators). "The collaboration with Akcelo and the remarkable creativity they brought to this campaign will undoubtedly elevate our customers' shopping experience. Together, we're spreading joy and making gifting on Amazon even more exciting."

Chris Corley, Executive Creative Director at Akcelo North America says: "Bret Hart and Lilly Singh are the tag team Canada never knew it needed. Bret’s iconic wrestling persona packs a punch when it comes to emphasising the joy of gifting, which mixed with Lilly’s enthusiasm is a recipe for pure entertainment. Kudos to the creative team for their brilliant casting choices.”

The campaign and contest runs through November 24 (excluding Quebec), with the full length video featured prominently on the Amazon website and shorter ads running across Amazon-owned channels and paid social.

This professional campaign titled 'GIFTMANIA' was published in Canada in November, 2023. It was created for the brand: Amazon Prime Canada, by ad agency: Akcelo. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 29 days ago.


Creative Agency: Akcelo

CEO/CCO: Aden Hepburn

Managing Partner: Jason Carnew
Global ECD: Louise McQuat

ECD: Chris Corley

Associate Creative Director: Ben Shores

Sr. Copywriter: Jon Mandell

Head of Design: Mark Berry

Designer: Selena Debbert

Production Design: Shi Emery

Head of Experience Design: Cam Gage

Experience Designer: Larissa Tang

CSO: Dave Di Veroli

Strategy: Nish Shah, Jackie Lee

Production Director: Natasha Lakhani

Producer: Shea Martin

Client Service Director: Heleena Webber

Account Manager: Jesse Rea

Client: Amazon Prime Canada

Michael Cornwell, Leader & Head of Amazon Associates Canada (Affiliates and Creators)

Michelle Emaelaf, Head of Marketing and Prime

Shaila Sikand, Head of Prime Canada, Senior Manager

Aditi Gupta, Senior Product Manager

Hannah Kay, Senior Product Manager

Laura Hansen, Marketing Manager

Jenny Huang, Marketing Manager

Abhay Singh, Team Manager

Belicia Chung, Marketing Manager

Production: Therapy Studios

Exec Producer: John Ramsay

Director: Ramesh Iyer

Director of Photography: Tom Lembcke

Editor: Doobie White

Edit Assistant: Leo Ortega

Colorist: Omar Inguanzo

Sound Designer/Mixer: Dori Holly

Flame Artist: Fabrizzio Zumaran


Bret ‘The Hitman’ Hart

Lilly Singh


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