Prime Video tames a TV troll by simplifying its streaming options in new ad

Streamer’s latest ad promotes original content as well as other subscriptions available on Prime Video

Published On
Mar 04, 2024
A still from Prime Video's commercial called "Neighbors" showing the amazing monster thing inside his living room while standing beside his human male neighbor, who is showing the monster Prime video on the TV.

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If having to hop between different streaming apps to watch shows makes you a grumpy, violent troll, Amazon Prime Video is marketing itself as a cure to make you a happy, friendly troll.

The streamer’s latest spot in its “Find Your Happy Place” campaign is aimed at educating viewers on the content they can find on its app—whether that’s a Prime Video original or another streamer’s show.

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Created with production company Caviar LA, “Neighbors” is the story of a hairy goliath prone to throwing furniture when it can’t remember the password for a streaming app. The beast’s fairy tale aesthetic home is a source of fear and annoyance for the neighborhood, the residents of which need noise-canceling headphones to drown out the crashes and bangs.

But one do-gooder shows the growling grump that it can use Prime Video as an app to centralize subscriptions, such as Max, as well as watch rented or original content, such as Prime Video’s “Reacher.” Suddenly the menace is transformed. Instead of shrieks, neighbors might need to shield their ears from bellows of laughter, and instead of discarding trash, the creature will eat it, seemingly as a good deed. 

The moral is similar to that of “Shrek”—why be mean and grotesque when you can be happy and grotesque instead?

 

The campaign was inspired by research around consumer frustrations in streaming, including that the oversaturation of content causes 20% of viewers to avoid a binge session altogether, per Nielsen.

Prime Video’s “Find Your Happy Place” originally launched last fall with sizzle reel creative. The new iteration has produced a series of amusing creative execution. Part one, which debuted a month ago, diagnoses an epidemic called “Resting Binge Face,” caused by not being able to find a show or movie one wants to watch. Part two stars a cat whose primary joy in life is watching Prime Video.

 
 

“Neighbors” will air across linear and streaming TV, cinema, social and digital. The campaign’s relaunch coincides with the recent addition of advertising to Prime Video in January.

“Our newest brand creative showcases how Prime Video is a one-stop entertainment destination that brings simplicity back to streaming,” said Albert Cheng, VP, Prime Video U.S. “Prime Video Customers can stream original premium movies and series produced by Amazon MGM Studios or by other studios, watch live sports, rent or buy new releases and classics, and subscribe to third party streamers via Prime Video Channels all directly all in one app, with one password and one billing relationship to manage it all.”

Credits

Date
Mar 04, 2024
Client :
Amazon Prime Video
Client :
Amazon
Head of Marketing :
Rich Kim
Head of Brand :
Sarah Hamilton
Executive Creative Producer :
Bryn Blevins
Brand Strategy Lead :
Lara Dalian
Creative Director :
Francesca Greggs
Head of Campaign Management :
Bria Colyer Russo
Sr. Campaign Manager :
Chanel Bailey
Sr. Media Manager :
Laura Zapakin
Sr. Media Manager :
Susan Francic
AV Post Producer :
Franklin Zitter
Lead Creative Producer :
Corey Choate
Creative Marketing Manager :
Tameia Murphy
Neighbors Script Concept :
Rob Pearlstein
Production Company :
Caviar LA
Director :
Elizabeth Orne
Executive Producer :
Tova Dann
Managing Director/Executive Producer :
Michael Sagol
Line Producer :
Maggie McLean
Special Effects :
Legacy Effects
Editorial :
The Den Editorial
Editor :
Christjan Jordan
Producer :
Kortney Rubottom
VFX :
Parliament
Producer :
Will Jellicorse
Colorist :
Brandon Chavez
Motion Graphics :
Loom
Executive Producer :
Corentin de Saedeleer
Music :
Sally House
Music :
The Hit House
Sound Design :
Henry Boy
Mix :
Joel Waters
Mix :
Lime Studios

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