Binge-watching shows on Amazon Prime Video affects fans to the point of dramatically influencing their personality in a hilarious new set of ads promoting the service running in Europe. 

The campaign, by Droga5 London, includes one spot, seen here, where a woman is so immersed in "Vikings" on her phone that she becomes more assertive, then straight up aggressive, in response to irritations at the office. The looks she gives colleagues who get in her way, accidentally cover her in smoothie or give her extra work go from annoyed to outright hostile as the episodes progress. 

Another spot sees a mild-mannered dad get so obsessed with "Jack Ryan" that he becomes more and more action-hero like, secretly working out in his garage and turning every day domestic tasks into blockbuster-worthy feats. Then there's the married couple whose sex life gets an unexpected boost as they get into "Outlander," and the young guy who gets a few tips from "Lucifer" on how to defy his controlling mom. 

Steve Rogers directed the spots via Somesuch. Running in the U.K., Germany and online, it's the first campaign for Amazon Prime out of Droga5's London office since it was awarded the business earlier this year.