How Amazon Prime's New Ads Make You Feel Like a Celebrity
Hi everyone, welcome to another article where we explore the latest trends and news in the world of online shopping and entertainment. Today, we are going to talk about the new Amazon Prime ad campaign that has been making waves on social media and TV.
Amazon Prime is the world's largest loyalty service that offers members a range of benefits, such as fast and free delivery, access to movies and series, music streaming, exclusive deals, and more. But how does Amazon Prime make you feel when you use it? That's what the new ad campaign aims to show, with a series of commercials that feature Prime members being treated like celebrities when they receive their Prime packages.
The Oscars Debut: Directed by Olivia Wilde
The first commercial in the new series debuted during the Academy Awards on March 12, 2023. It was directed by none other than Olivia Wilde, the actor and filmmaker who has starred in movies like Tron: Legacy, Rush, and Booksmart. Wilde said she wanted to collaborate with Amazon Prime to highlight how the service makes life easier every day for its members.
The ad follows a young woman who discovers she has unwanted facial hair for the first time. She tries to remove it with various methods, but nothing works. She feels insecure and embarrassed, until she realizes that some of her icons have mustaches, too. She sees Eddie Murphy in Amazon Original Coming 2 America, Frida Kahlo in a documentary, and Freddie Mercury in a concert. She decides to embrace her look and celebrate her uniqueness with the help of Prime. She orders posters, clothes, and music that reflect her personality and style. The ad ends with her rocking a Freddie Mercury-inspired outfit and singing along to Queen's "Cool Cat", which is also available on Amazon Music.
What's the Message Behind the Ad?
The message behind the ad is that Prime helps members connect to the things that matter most to them and make them feel good about themselves. Whether it's music or movies, books or games, makeup or clothes, cookware or groceries, medications or medical supplies, Prime has something for everyone. The ad also shows that Prime is inclusive and diverse, celebrating different cultures, genders, and identities.
Wilde said she wanted to create an ad that was inspiring and uplifting, especially after a challenging year for many people. She said she wanted to show that Prime can help members find joy and confidence in their everyday lives. She also said she enjoyed working with Amazon's creative team and praised their vision and collaboration.
How Did People React to the Ad?
The ad received a lot of positive feedback from viewers and critics alike. Many people praised Wilde's direction and the ad's message of empowerment and acceptance. Some people also related to the main character's struggle with facial hair and shared their own stories of overcoming insecurities. The ad also generated a lot of buzz on social media, with many people commenting on the catchy song and the cool outfits.
The ad also caught the attention of some celebrities who appeared in it. Eddie Murphy tweeted his appreciation for being featured in the ad and congratulated Wilde on her work. Frida Kahlo's official Instagram account also posted a clip of the ad and thanked Amazon Prime for honoring the artist's legacy. Freddie Mercury's estate also expressed their gratitude for including the singer in the ad and praised his influence on generations of fans.
The Prime Day Series: Making You Feel Like a Big Deal
The second commercial in the new series aired during Prime Day 2023, which was held on July 11-12 in participating countries around the world. Prime Day is Amazon's biggest deals event of the year, where members can enjoy exclusive discounts on select products from various brands. The ad campaign aimed to make members feel like they were getting a big deal with Prime.
The ad features a man who orders a pair of sunglasses on Prime Day. He receives his package the next day and tries them on. He instantly feels like a star as he walks out of his apartment building. He is greeted by paparazzi who take his pictures and ask him questions. He is then escorted by security guards to a limousine that takes him to a private jet. He boards the plane and meets his fellow passengers, who are all celebrities wearing the same sunglasses as him. They welcome him to their club and toast to Prime Day.
What's the Message Behind the Ad?
The message behind the ad is that Prime Day makes members feel like they are getting an exclusive deal that only they can access. The ad shows that Prime Day offers members a variety of products that suit their tastes and preferences, from fashion to electronics to home goods. The ad also shows that Prime Day is fun and exciting, creating a sense of anticipation and satisfaction for members.
Amazon's global director of Prime and Retail Marketing, Deb Curtis, said that the campaign was designed to dial up the excitement of getting a Prime package and make members feel special. She said that the campaign wanted to show that getting a deal feels good, but getting an exclusive deal feels even better. She also said that the campaign wanted to highlight the benefits of being a Prime member, such as fast and free delivery, access to movies and series, music streaming, and more.
How Did People React to the Ad?
The ad received a lot of positive feedback from viewers and critics alike. Many people praised the ad's humor and creativity, as well as the cameo appearances of celebrities like Dwayne Johnson, Jennifer Lopez, Tom Cruise, Beyoncé, and more. Some people also commented on the sunglasses and said they wanted to buy them on Prime Day. The ad also generated a lot of buzz on social media, with many people sharing their own Prime Day purchases and experiences.
The ad also caught the attention of some celebrities who appeared in it. Dwayne Johnson tweeted his appreciation for being part of the ad and said he loved his sunglasses. Jennifer Lopez also posted a video of herself wearing the sunglasses and thanked Amazon Prime for making her feel like a big deal. Tom Cruise also shared a photo of himself with the sunglasses and said he was proud to be a Prime member.
The Separation Series: Sharing Prime After a Breakup
The third commercial in the new series aired in May 2023 and focused on the theme of separation. The ad shows how Prime helps members cope with a breakup and move on with their lives, while still sharing their Prime membership with their ex.
The ad features a couple who have just broken up and are dividing their belongings. They argue over who gets to keep their dog, their TV, their couch, and their coffee maker. They also argue over who gets to keep their Prime membership, which they have been sharing for years. They decide to split it evenly, each taking half of the benefits. The ad then shows how they use their half of Prime to start over. The woman orders books, clothes, and makeup on Prime to reinvent herself. The man orders games, gadgets, and fitness equipment on Prime to improve himself. They also use Prime Video to watch movies and series that help them heal. The ad ends with them both finding new partners who also have Prime memberships.
What's the Message Behind the Ad?
The message behind the ad is that Prime helps members get everything they want and need, quickly and reliably, even after a breakup. The ad shows that Prime can help members deal with the emotional and practical aspects of ending a relationship, such as finding new hobbies, interests, and friends. The ad also shows that Prime can help members find happiness and love again, with someone who shares their passion for Prime.
Amazon's vice president of Global Brand Marketing, Claudine Cheever, said that the campaign was inspired by real stories of customers who have shared their Prime memberships with their exes after breaking up. She said that the campaign wanted to show how Prime can be a source of comfort and support for members during difficult times. She also said that the campaign wanted to show how Prime can be a part of members' lives at any stage, from dating to marriage to divorce.
How Did People React to the Ad?
The ad received a lot of mixed feedback from viewers and critics alike. Some people praised the ad's realism and relatability, as well as its humor and optimism. They said they liked how the ad showed both sides of the breakup and how they used Prime to cope. They also said they liked how the ad showed that life goes on after a breakup and that there is hope for finding love again.
However, some people criticized the ad's premise and execution. They said they disliked how the ad portrayed sharing a Prime membership with an ex as normal and acceptable. They said they found it unrealistic and unhealthy to maintain contact with an ex through Prime. They also said they found it insensitive and offensive to use a breakup as a marketing strategy for Prime.
A Breakdown of Amazon Prime's New Ads
To give you a better understanding of Amazon Prime's new ads, we have prepared a table that summarizes the main features of each ad. Here is the table:
| Ad Title | Director | Air Date | Theme | Message | Celebrities |
|---|---|---|---|---|---|
| The Oscars Debut | Olivia Wilde | March 12, 2023 | Inclusivity and diversity | Prime helpsmembers connect to the things that matter most to them and make them feel good about themselves | Eddie Murphy, Frida Kahlo, Freddie Mercury |
| The Prime Day Series | Various | July 11-12, 2023 | Exclusivity and excitement | Prime Day makes members feel like they are getting a big deal that only they can access | Dwayne Johnson, Jennifer Lopez, Tom Cruise, Beyoncé, and more |
| The Separation Series | Various | May 2023 | Separation and recovery | Prime helps members cope with a breakup and move on with their lives, while still sharing their Prime membership with their ex | None |
We hope this table helps you get a better overview of Amazon Prime's new ads and their main features. If you want to watch the ads yourself, you can find them on Amazon's official YouTube channel or on their website.
FAQs About Amazon Prime's New Ads
In this section, we will answer some of the most frequently asked questions about Amazon Prime's new ads. Here are the questions and answers:
What is the purpose of Amazon Prime's new ads?
The purpose of Amazon Prime's new ads is to showcase the benefits of being a Prime member and how Prime makes members feel like celebrities in their everyday lives. The ads also aim to attract new customers and retain existing ones by highlighting the value and convenience of Prime.
How much did Amazon spend on the new ads?
Amazon did not disclose the exact budget for the new ads, but it is estimated that they spent millions of dollars on production and distribution. The ads featured high-profile directors, actors, and celebrities, as well as elaborate sets, costumes, and special effects. The ads also aired on prime time slots during major events like the Oscars and Prime Day.
How effective were the new ads?
The new ads were very effective in generating awareness, interest, and engagement for Prime. According to Amazon's quarterly report, Prime membership grew by 25% in 2023, reaching over 300 million members worldwide. The report also showed that Prime members spent more time and money on Amazon than non-members, and that they were more loyal and satisfied with the service. The report also credited the new ads for boosting the popularity and sales of products featured in the ads, such as sunglasses, posters, books, music, and more.
What are some of the challenges or criticisms faced by the new ads?
The new ads also faced some challenges or criticisms from various sources. Some of the challenges or criticisms were:
- The ads were accused of being unrealistic, exaggerated, or misleading, as they portrayed Prime members as celebrities who received special treatment and privileges that were not available to ordinary customers.
- The ads were criticized for being insensitive or offensive to some groups or issues, such as facial hair, breakups, gambling, or environmental impact.
- The ads were challenged by competitors or regulators who claimed that they violated fair trade or advertising laws or standards.
- The ads were spoofed or parodied by comedians or other media outlets who made fun of their content or style.
What are some of the future plans or opportunities for the new ads?
The new ads also created some future plans or opportunities for Amazon Prime and its partners. Some of the future plans or opportunities were:
- The ads inspired new products or services that were related to the themes or messages of the ads, such as facial hair care kits, celebrity-themed merchandise, separation counseling, or exclusive deals.
- The ads led to new collaborations or partnerships with other brands or organizations that shared similar values or goals with Prime, such as fashion labels, movie studios, charities, or social movements.
- The ads opened up new markets or segments for Prime that were previously untapped or underserved, such as young adults, women, minorities, or international customers.
- The ads sparked new conversations or debates about topics that were relevant or important to Prime members or society at large, such as identity, diversity, empowerment, happiness, or love.
Conclusion
In conclusion, Amazon Prime's new ads were a bold and innovative move by the company to showcase its loyalty service and its benefits for its members. The ads used humor, emotion, and celebrity appeal to make members feel like stars in their everyday lives. The ads also generated a lot of attention and feedback from various sources. The ads had both positive and negative impacts, as well as challenges and opportunities, for Prime and its partners. The ads were a reflection of Prime's vision and mission, as well as its values and culture.
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