Amazon’s new brand campaign out of agency 72andSunny Los Angeles offers creative interpretations of real customer reviews. This hero film titled “Tent”–directed by Gary Freeman via production house MJZ–sprung from an actual review which read, “Bought a tent for their beds…Gave them a new world.”
“Tent” features an expectant mother who already has two young, rambunctious boys. She 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.
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.”
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Credits
Client Amazon Agency 72andSunny Los Angeles Matt Murphy, chief creative officer; Lauren Smith, executive creative director; Scott Reedy, Shawn Raissi, creative directors; Kailey Riggen, sr. designer; Lulu Wimberly, sr. writer; Mike Farrell, design director; Lora Schulson, head of production, North America; Nicole Hasse, director of production, L.A.; Rebecca Wilmer, executive producer; Elena Licursi, jr. producer. Production MJZ Gary Freeman, director; Nicolas Karakatsanis, DP; Laura Macauley, sr. exec producer; Sara Cummins, producer; Natalie Isaac, production manager. Production Services 24/7 Niklas Murray, EP/managing director; Tanya Sokolova, exec producer. Editorial Union Graham Turner, editor; Joe Schiffer, sr. cutting assistant; Michael Raimondi, president/managing partner; Lillian Ghodoushim, producer. Finishing Hunter Logan Aries, exec producer; Carolyn Woods, Flame; Scott Talbot, animator. Color Grade Company 3 Matt Osborne, colorist; Dan Butler, producer. Sound Beacon Street Studios Rommel Molina, mixer/sound designer; Kate Vadnais, exec producer.
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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