72andSunny​ launch new campaign for Amazon

Multinational technology and e-commerce company Amazon has launched this new brand campaign, created by 72andSunny which is inspired by its customer's reviews. 

Each ad celebrates the inventiveness of Amazon’s customers and illustrates how Amazon’s product selection, value, and convenience make their lives easier and better every day. The ads include direct quotes from Amazon product reviews.

Shot by award-winning director Gary Freedman through MJZ/USA, the films feature creative interpretations of the stories behind real customer reviews and the products that sparked resourcefulness and ingenuity in the lives of the unique characters.

Claudine Cheever, VP Global Brand and Fixed Marketing at Amazon, says: "We believe our customers, like us, are always looking for easier and better ways get things done, solve problems, or simply find inspiration from browsing in our store. Amazon exists to enable their inventive spirit with our ease, selection, value and convenience.”

The hero film Tent features an expectant mother who already has two young, rambunctious boys. In this story, our hero watches as her boys struggle for autonomy and space in a shared room. She gets an idea to solve this problem by ordering two separate bed tents, purchased easily on Amazon. The boys create their own worlds, and in doing so, mom finds an unexpected way to bring them closer together.

In Horse Head, there’s a unique courtship with an eye-catching mask – in this story we see that, in the right hands, a seemingly niche item might just change everything.

Matt Murphy, Chief Creative Officer at 72andSunny said: "After reading thousands of customer reviews on Amazon, it felt like we were getting a peak into what the brand means to people. The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”