Wieden, Amazon Take on Holiday Shopping

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Amazon.com: The weather outside is frightful.
Wieden + Kennedy/Portland's new effort for Amazon.com takes aim at the hassles of holiday shopping, or conventional holiday shopping anyway, with all-too-real depictions of the annual mall ritual. The campaign features two spots from director Joe Pytka and one from Villains' Larry Frey, who shot some non-holiday executions of this campaign -- featuring licensed music from the Replacements' Paul Westerberg and, strikingly, from Robyn Hitchcock's Soft Boys -- which aired regionally. The holiday campaign likewise relies on licensed music, but of the seasonal variety. In one spot, directed by Pytka, we see a harried mother ushering her kids through a toy store to Nat King Cole's "Mrs. Santa Claus," while Buddy Clark's "Winter Wonderland" serves as the soundtrack for a shopper trudging across a frosty parking lot. A third spot, filmed by Frey, uses The Chipmunks' version of the "Twelve Days of Christmas" to illustrate why free shipping is better than wrestling things home from the mall.
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