Amazon Ads shows how not to be jealous of your brand’s rivals

‘Media Envy’ spot from Anomaly shows a marketer whose product launch is completely upstaged by a competitor

Published On
May 20, 2024

Editor's Pick

We all know that twinge of envy you feel when someone else’s campaign gets written up on Ad Age. But it doesn’t have to be that way.

Anomaly’s new spot for Amazon Ads presents just that scenario—a marketer who’s excited to launch a campaign for his (fictional) brand Zang, but is totally eviscerated by a competing campaign for a competitor, ZING! (It’s not just the all-caps and exclamation point in the branding—working with Amazon Ads is what has really put ZING! over the top.)

The spot shows ZING!’s media plan in action, which includes advertising on Prime Video shows, on Prime deliveries at home, at work, at the gym, and all across the interconnected world of Amazon Ads’ media channels.

The campaign breaks today and will appear across OLV, social, digital and print in the U.S., U.K., Canada, Germany, France, Italy, Spain, and Mexico, as well as Amazon owned video and digital display channels, including Prime Video, Freevee, Fire TV and Magna Studios produced the project, led by director Sam Pilling.

“One of the best parts of my job is marketing to marketers. We love seeing the great work being done everywhere in our industry. This campaign taps into that genuine human emotion we feel when we see great work. It's wonder, respect, and a little bit of envy,” said Carly Zipp, global director of brand marketing at Amazon Ads. “Our goal is to help our customers go from experiencing media envy to making envy-inducing campaigns of their own using Amazon Ads.”

“Last year the Amazon Ads team tapped into a fun insight around a marketing team's hard work wasted because of bad media placement,” said Jeff Stamp, chief creative officer at Anomaly New York. “This time, it's all from the perspective of an envious marketer. We've all been there, jealous of others’ work. It seems with this work the more we ‘talk to ourselves’ the better, which you normally never want to do, but it’s helping cement a super unique tone for the brand.”

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May 20, 2024
Client :
Amazon Ads
Client :
Agency :
Director Global Marketing :
Claire Paull
Global Director Brand Marketing :
Carly Zipp
Principal Brand Strategy :
Dipal Shah
Senior Brand Strategist :
Colin Kikcio
Global Brand Manager :
Alex Andreadis
Senior Creative Director :
Marcellus Neel
Head of Social Media :
Asia Janus
Marketing Lead :
Becky Partridge
Marketing Lead :
Cyndie Di Marco
Sr Marketing Manager :
Lucia Miceli
Marketing Lead :
Barbara Stötefalke
Sr Marketing Manager :
Leonie Heinricy
Marketing Lead :
Haem Roy
Marketing Manager :
Karina Flores
Manager Paid Media :
Jessica Cohen
Marketing Manager Paid Media :
Mallory Foster
Media :
Production Company :
Magna Studios
Director :
Sam Pilling
Editor :
Stewart Reeves
Editorial Company :
Work Editorial
Post Production Company :
Music & Audio Company :
Sonic Union

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