Customer Reviews Inspired These Cozy Tales From Amazon

“Bought a tent for their beds … Gave them a new world.”

72andSunny mined customer comments and reviews to glean insights for an Amazon brand push breaking this week. Ads share the human-stories vibe of Ikea’s recent effort from the Middle East. Amazon injects some mild quirkiness into the mix, keeping happy-happy clichés at bay.

“After reading thousands of customer reviews on Amazon, it felt like we were getting a peak into what the brand means to people,” says 72andSunny creative chief Matt Murphy. “The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”

Director Gary Freedman delivers vignettes with just the right balance of mainstream appeal, good humor and zippy flow. He’s become adept at this style, most notably for Ikea Canada, Leffe and Autodesk (thought Freeman built a somewhat broader farce in that last one).

This stuff feels safe but compelling. It’s cute, but not syrupy. While not the slightest bit edgy, there’s enough visual flair to hold eyeballs. If you’re Amazon, that’s probably just what you ordered. The company’s fortunes have improved of late, with an impressive Q1 swing to profit. Best to double-down on the core mission with a highly relatable message that appeals to as many folks as possible. Why rock the boat?

“We believe our customers, like us, are always looking for easier and better ways get things done, solve problems, or simply find inspiration from browsing in our store,” says client global brand VP Claudine Cheever. “Amazon exists to enable their inventive spirit with our ease, selection, value and convenience.”

Ads launch today in North America on TV, digital, social and Spotify digital audio.

CREDITS

Brand: Amazon 
Creative Agency: 72andSunny Los Angeles 
Production: MJZ
Director: Gary Freedman
Editorial/Post: Union 
Mix: Beacon St Studios
Color: Company 3
Finishing/Flame: Hunter
Photography: Emma Hardy

Amazon
Worldwide Executive Creative Director: Jo Shoesmith
VP Global Brand and Fixed Marketing: Claudine Cheever
Director of Global Brand: Walter Frye
GM Integrated Marketing: Ed Smith
Global Head of Campaigns: Laura Downey
Sr. Brand Campaign Manager: Tessa Pauly
Sr. Creative Program Manager: Simran Sudan
Sr. Campaign Manager (EU): Grant Goodwin
Creative Program Manager (EU): Lindsey Cockle
Group Creative Director: Tom Pettus
Creative Director: Joe Godard
Creative Director: David Lord
Head of Creative Production: David Connell
Sr. Content Acquisition Manager: Melissa Somosky 

72andSunny, Los Angeles 
Chief Creative Officer: Matt Murphy
Executive Creative Director: Lauren Smith 
Creative Director: Scott Reedy
Creative Director: Shawn Raissi
Sr. Designer: Kailey Riggen
Sr. Writer: Lulu Wimberly
Design Director: Mike Farrell
Head of Production NA: Lora Schulson 
Director of Production LA: Nicole Haase
Executive Producer: Rebecca Wilmer
Jr Producer: Elena Licursi
Director of Art & Print Production: Ali Berk
Senior Art Producer: Julie Amenta
Director Partnerships and Legal: Charissa Kinney
Partnerships and Legal Manager: Jacy Glassey
Co-head of Strategy: Carl Mueller
Brand Strategy Director: Karol Chang
Group Communications Strategy Director: Thomas Steiner 
Group Brand Director: Shane Chastang
Sr Brand Manager: Annie King
Sr Brand Manager: Jensin Isenberg

Production Team
MJZ
Director: Gary Freedman
Director of Photography: Nicolas Karakatsanis
Sr. Executive Producer: Laura Macauley
Producer: Sara Cummins
Production Manager: Natalie Isaac

24/7
EP/Managing Director: Niklas Murray
Executive Producer: Tanya Sokolova

Union
Editor: Graham Turner
Sr. Cutting Assistant: Joe Schiffer
President/Managing Partner: Michael Raimondi
Producer: Lillian Ghodoushim

Hunter
Executive Producer: Logan Aries
Flame: Carolyn Woods
Animator: Scott Talbot

Company 3
Colorist: Matt Osborne
Producer: Dan Butler

Beacon Street Studios
Mixer/Sound Designer: Rommel Molina
Executive Producer: Kate Vadnais

Photography: 
Photographer: Emma Hardy
Producer: Sam Haywood
Retouching: Velem NYC