Warning: A new spot from Amazon Ads may hit too close to home for some creatives.
The spot details the grueling development of a campaign for a fictional drink brand called “Cheri,” including all the frustration and excitement behind the process, only for the resulting ad to receive a terrible billboard placement, obscured by a tree alongside a freeway.
“All that, for this?” the 30-second spot concludes.
While triggering to creatives, the effort is meant to spotlight Amazon Ads’ own offerings, mainly its media placements across numerous platforms. The e-commerce giant has invested heavily in its ads business over the last several years, which has led to sizable growth in revenue.
Poor media placement is one of the most visible inefficiencies in the advertising industry, and a particularly frustrating one for creatives who often spend countless hours working on their campaigns. This explains why new platforms, such as streaming offerings, often lean into their audience numbers and other metrics proving high numbers of eyeballs in order to court advertisers.
But just because a platform caters to many people does not mean it will be effective for all brands. In three, 15-second ads that accompany its main spot, Amazon Ads highlights this problem. One ad shows an agency researching audience insights, only for its ad to run in front of an entirely different demographic. Another demonstrates the importance of having integrated media channels, while the final ad emphasizes the value of measurement.
The campaign, dubbed “Ads That Work as Hard as You Do,” was created with Anomaly. It will run on online video, social media, digital display and digital audio in France, Italy, Germany, Spain, the U.K. and Canada.