Lilly Singh’s Prime Big Deal Days

Amazon Canada is once again partnering with homegrown superstar creator Lilly Singh for a campaign that’s just as funny, off-the-cuff and authentically Canadian as she is.

The campaign, which tapped Xpedition—the shop that’s part marketing agency, part award-winning entertainment studio—as the creative and strategic lead, highlights Amazon Prime Big Deal Days (running from October 7-10) with a uniquely Canadian spin.

Launching October 3rd, the social campaign features YouTube personality and comedian Lilly as she surprises folks on the streets of Vancouver with exclusive, limited-time deals on offer during Prime Big Deal Days. In true Canadian fashion, one of the spots highlights Amazon’s Prime Monday Night Hockey livestream, with Lilly showcasing hockey-related deals.

“Lilly was incredibly dynamic and collaborative on this project. Each concept was designed by Xpedition with her voice, talent, and comedic sense in mind,” Hunter Johnson, Xpedition’s CEO and Founder, said. “On-the street shoots are extremely challenging, but Lilly is a brilliant improviser — together, we created something that promoted Prime Big Deal Days in an engaging way that felt true to her.”

A globally beloved yet relatable personality with local roots, Lilly began her Amazon Canada partnership back in 2023, and this marks their third campaign together. “Canadians really connect with Lilly. Her wide reach as a creator, paired with her strong and vocal national identity, make her a perfect fit, and we’re so excited to deepen our partnership,” said Mike Cornwell, Head of Amazon Affiliate Program. “Her comedic style and cultural fluency positioned her as a voice that could bridge entertainment and a big retail moment.”