As we get closer to Valentine’s Day, the Ad Council has teamed up with Amazon Ads to help to redefine love. Launching February 1, people all over the world will be able to ask “Alexa, what is love?” to hear others’ interpretations of love and be inspired to take action in their own communities. This marks the latest installment of the Ad Council’s Emmy Award-winning “Love Has No Labels” campaign.
The campaign includes this documentary-style film directed by Rodney Lucas, a Brooklyn, NY-based documentarian who hails from the southside of Chicago. The film delves deeper into the lives of the people featured in Alexa’s new response, and how acts of love have helped them, and others, feel more included. In one instance, when a person asks Alexa about love, they will hear the voice of Dianne, a community leader and volunteer, who responds: “My love is in the safe space I create for Black women.” Other voices and stories are also heard.
CreditsClient The Ad Council Heidi Arthur, chief campaign development officer; Sheri Klein, VP, campaign development; Jenn Walters, VP, campaign director; Felicia Carmichael, director of media, social and emerging; Ariana Lee, assistant campaign manager. Creative Amazon Ads--Brand Lab Jolanta Aerts, creative director. Amazon Brand Lab Sim LeCompte, sr. copywriter; Carrie Schaer, executive producer; Stephanie LeBlond, sr. program manager; Rob Alley, head of Amazon Brand Lab, Telco & Entertainment; Alison Tintle, creative director, Amazon Alexa personality; Will North, associate creative director, Amazon Alexa personality; Robby Marston, sr. design technologist; Cassandra Krul, sr. UX/motion designer. Production Fanciful Films Rodney Lucas, director; Natalie Hill, exec producer.
CarMax, The Martin Agency, Director Ulf Johansson Take Us To Car Dealership Run By Beetlejuice
CarMax, the used car retailer known for promoting “the way car buying should be,” understands that sometimes the best way to appreciate doing things the right way is by showcasing the wrong way. In collaboration with the Beetlejuice Beetlejuice team--which is elated given that the movie topped this weekend’s North American box office--CarMax is taking a playful approach to show what car buying shouldn’t be. Showing a family’s nightmarish car-buying experience by turning a character from the movie into possibly the most devious car salesman ever, the campaign, titled “BeetleMax: The Way Car Buying Shouldn’t Be,” humorously illustrates what to avoid when purchasing a car, highlighting CarMax’s commitment to providing a trustworthy and enjoyable car-buying experience for the whole family.
The campaign, concepted by The Martin Agency and directed by Ulf Johansson via Smith and Jones Films--includes this hero spot depicting a car dealership, Beetlemax, run by Beetlejuice himself.
“Beetlejuice is among Warner Bros. most beloved franchises and continues to be sought out by audiences of all ages. Theatrical partnerships with brands like CarMax and their BeetleMax campaign are exciting because they allow us to extend the cinematic world for moviegoers and offer an enhanced entertainment experience. We are thrilled to be partnering with CarMax in such an innovative and immersive way for Beetlejuice, Beetlejuice,” said Dana Nussbaum, EVP of worldwide marketing for Warner Bros. Pictures.
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