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Amazon Ads

Media Envy

Agency: Anomaly

Description

Amazon Ads knows that marketers and their media teams work tirelessly to build effective campaigns. So, when they see another brand’s ad integrated seamlessly into their favorite Prime Video show, or an old college classmate written up (again) in the industry press, it’s only human to feel a little pang of “media envy.” With that spirit in mind, Amazon Ads has launched a new campaign positioning itself as a solution for this phenomenon, offering premium placements and scaled reach, across channels like Prime Video and Twitch, to help marketers and media buyers go from experiencing envy, to inspiring it.

Coming on the heels of a successful Upfront, the campaign, “Media Envy,” developed in partnership with Anomaly, follows a marketer who is haunted by a competitor’s infuriatingly catchy, and incredibly well-placed, media campaign using Amazon Ads. The spot opens with the marketer about to launch their own campaign for a brand called “Zang,” when their colleagues start to gather around a trade article for the launch of a different brand, “ZING!”, with the foreboding headline: “Campaign of the year?” “ZING!” Then proceeds to show up everywhere – during the marketer’s favorite Prime Video shows, on branded Prime deliveries at home, at work, at the gym, and seemingly everywhere they go across the interconnected world of Amazon Ads’ media channels, sending them into a hilarious spiraling state of “media envy.” The audience is smart and savvy, and won’t respond to the status quo. By not shying away from an uncomfortable emotion, the campaign speaks to media decision makers, showing that Amazon Ads truly gets them.

The hero spot is supported by three :15s films which use internal monologues to document the character’s “media envy” for specific Amazon Ads benefits - like Prime Video ads running alongside exclusive shows and movies, and Twitch ads’ ability to reach hard-to-reach audiences.

The campaign goes live today across OLV, social, digital, and print in the US, UK, Canada, Germany, France, Italy, Spain, and Mexico, as well as Amazon owned video and digital display channels, including Prime Video, Freevee, Fire TV and Amazon.com. Global production company Magna Studios produced the project, led by award-winning Director Sam Pilling.

This professional campaign titled 'Media Envy' was published in United States in May, 2024. It was created for the brand: Amazon Ads, by ad agency: Anomaly. This Film and Integrated media campaign is related to the Professional Services and Retail Services industries and contains 4 media assets. It was submitted 2 months ago.

Credits

Brand: Amazon Ads
Claire Paull: Director of Global Marketing
Carly Zipp: Global Director, Brand Marketing
Dipal Shah: Principal, Brand Strategy
Colin Kikcio: Senior Brand Strategist
Alex Andreadis: Global Brand Manager
Marcellus Neel: Senior Creative Director
Asia Janus: Head of Social Media
Becky Partridge: Enterprise Mktg Lead, UK
Cyndie Di Marco: Enterprise Mktg Lead, FRITES
Lucia Miceli: Sr Marketing Manager Ads, IT
Barbara Stötefalke: Enterprise Mktg Lead, DE
Leonie Heinricy: Sr. Marketing Manager Ads, DE
Haem Roy: Enterprise Marketing Lead, CA/MX/BR
Karina Flores: Marketing Manager, MX
Jessica Cohen: Manager, Paid Media
Mallory Foster: Marketing Manager, Paid Media

Agency: Anomaly New York

Media: Initiative

Production Company: Magna Studios
Director: Sam Pilling
Editor: Stewart Reeves
Editorial Company: Work Editorial
Post Production Company: Blacksmith
Music & Audio: Sonic Union

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