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

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 Amazon.com. 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.” Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

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

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