In Amazon Prime's new U.S. spots highlighting furniture and fashion, users stumble on potential purchases that seem to kick off an epic love affair with both the item and their own alter-ego.
The campaign aims to reinforce how Amazon Prime is more than just a platform for basic household needs; it's actually a great destination for fashion and home furniture. Amazon also hopes to engage consumers with its customer experience innovations—services like free delivery on furniture and Prime Wardrobe’s "Try before you buy."
In all the new spots, created by Droga5 London, Amazon Prime users are transported from their humdrum lives when they find something they really love, accompanied by the strains of classic '80s love anthems.
A young mother (seen above) looking after her baby finds a really stylish chair, whereupon Whitesnake's "Is This Love?" starts up as she imagines herself glamorously posing with it. A nerdy guy waiting for his girlfriend in a bar finds a leather jacket that transforms him into a vision of a more suave, card-sharp version of himself, accompanied by K-Ci & JoJo's "All My Life." A girl looking at a gold dress sees herself glammed up and twirling to the Bangles' "Eternal Flame." And a man ordering a new bed taps straight into Roberta Flack and Peabo Bryson's "Tonight I Celebrate My Love for You," imagining himself lounging on it with a '70s-style haircut and skimpy silk robe. The spots all close with something (like their baby, dog or partner) transporting the protagonists back into the everyday.
With the music choices spot-on, the work, directed by Will Speck and Josh Gordon at Furlined, is hilarious. It also evolves a similar theme with Droga5's previous ads for Amazon Prime video, in which binge-watchers' behavior is influenced by the shows they're devouring.