Stuck in a rut? Looking for love? Maybe what’s really missing is Amazon Prime.
That’s the message behind the latest work from Droga5 London for Amazon, which extends a theme from their initial campaign: You, too, can live your best life with Amazon Prime. In particular, the ads focus on furniture and fashion, which consumers don’t necessarily expect to find on Amazon, highlighting their free two-day shipping.
“Most people think of [Amazon] for nuts and bolts items,” said David Kolbusz, chief creative officer at Droga5 London. “So the trick was to tell this story that resonated with people, reflecting the way they actually shop. … We just heightened the fantasy a bit.”
In “Chair,” a new mom who has lost her sense of self in the endless cycle of feedings and diaper changes is snapped out of her maternal reverie while ordering Prime-eligible Pampers diapers on her phone when she spies an accent chair.
And it’s love at first sight—both for the chair Mom can’t live without and the vision of herself as a carefree woman in leather pants rocking out to Whitesnake’s “Is This Love?”
The lonesome bespectacled barfly in “Jacket” is shopping for a USB cable when he spots Amazon’s jacket collection and suddenly sees his Ghost of Christmas Future in the form of a leather jacket-wearing cool guy.
In “Dress,” an unkempt couch potato ordering functional (yet mundane) athletic socks catches sight of herself in a gold flapper-inspired dress, and her life is changed.
Finally, a nearly empty bedroom that might otherwise be decorated with nothing but wood hangers gets a new lease on life in “Bed”—as does the apartment’s lease-holder—when he finds the headboard and life he’s been looking for.
According to Kolbusz, the concept for this final video originated with a real-life moment.
“I was on Amazon looking for an out-of-print Leigh Ledare book and came across a Sprayground backpack with a pile of burning money on it,” he said. “In that moment, I imagined a future in which I could pull off this kind of an aggressive statement piece. I bought it. I love it. I use it to this day.”
These mini product love stories stress the breadth of Amazon’s catalog as well as Prime perks and come just a few days after CFO Brian Olsavsky set the world on fire by announcing free one-day shipping is imminent. But the spots also allow Amazon to casually highlight some of its private label brands, including AmazonBasics and Rivet.
Agency: Droga5 London
Chief Creative Officer: David Kolbusz
Group Creative Directors: Shelley Smoler and Raph Basckin
Copywriter: Molly Wilkoff
Group Account Director: Heather Cuss
Account Director: Max Levine
Strategy Director: Pete Heskett
Agency Producer: Rachel Hough
Production Company: Furlined
Executive Producer: Olly Chapman
Producer: Giles Skillicorn
DoP: Joost Van Gelder
Post Production: Untold Studios
Grade: James Bamford at The Mill
Editor/Editing House Paul Hardcastle, Edward Hanbury, David Davis at Trim Editing
Sound: Will Cohen at String and Tins
Directors: Will Speck and Josh Gordon