Amazon Business, the e-commerce giant’s B2B offering, is rolling out its first integrated campaign this week. The “Buy Smarter. Dream Bigger.” brand platform encourages businesses of all sizes—from small to Fortune 100—to save and soar, as advised by an ostrich.
The first spot takes place in the office of fictional business “Pet Tech.” Strapping what appear to be pager-like devices to the necks of animals, the company’s staff urge the lead pet—an ostrich—to give them a laugh by saying “peanut butter.” Instead, the large bird and a llama drop the knowledge that Pet Tech could be saving costs by shopping through Amazon Business.
“It helps you guide employees to preferred products and set budget limits,” the ostrich says as a Pet Tech poodle attempts to order 1,000,000 dog bones—but that’s out of budget for Pet Tech.
“Hey everyone,” says the ostrich. “Peanut butter.” The office bursts into laughter.
“We came together with some amazing creative partners to tell stories with an eye on empathy and humor,” said Nicole Michels McDonagh, group creative director at BSSP, in a statement. “Having big dreams and running a business to achieve them is hard work, it’s okay to find a laugh in the challenges every once in a while.”
The spot was directed by Biscuit’s Andreas Nilsson, whose award-winning work includes recent spots for Planet Fitness and Meow Wolf. It will air nationally and be supported by creative for radio, digital and out-of-home portraiture shot by photographer Tim Tadder. "Pet Tech" is the first of three spots for the “Buy Smarter. Dream Bigger.” platform, which will run through late November.