Dive Temporary:
- Amazon launched its 2024 vacation advertising and marketing marketing campaign this week in worldwide markets. The hassle leans on uplifting themes and facilities on the traditional Burt Bacharach and Hal David track “What the World Wants Now Is Love,” per particulars shared with sister publication Advertising Dive.
- “Midnight Opus” follows a theater janitor who has a ardour for singing that his coworkers assist understand by establishing a stage for him to carry out on as a shock. They’re able to get him a tuxedo jacket for his showcase on the final minute because of Amazon.
- Within the U.S., advertisements will air in 30-, 60- and 90-second cuts throughout TV, video on demand, on-line video, social and in cinemas for main film releases starting Nov. 18 and working via December. The longer model of the spot may even seem on Amazon Prime Video.
Dive Perception:
Amazon is working a well-recognized advertising and marketing playbook across the holidays with artistic that emphasizes human connection and options “What the World Wants Now Is Love.” The presence of the Bacharach-David traditional, a well known anti-war track, may resonate at a time of world strife. Amazon’s vacation marketing campaign was unveiled as U.S. customers head to the polls for a very contentious presidential election, although the advertisements gained’t seem broadly as paid media within the area till later in November. The marketing campaign can be working internationally in UK, France, Germany, Italy, Spain, Eire, Austria, Belgium, Netherlands and Sweden.
“Midnight Opus” tracks a janitor at a theater whose early goals of vocal stardom went unrealized, as evidenced by a youthful photograph of himself held on his locker door. The janitor’s colleagues, impressed by his singing chops as he goes about his day job, organize the stage at their office so he can lastly have a second within the highlight. A tux jacket courtesy of Amazon brings a traditional flare to his heartfelt rendition of “What the World Wants Now Is Love.”
Amazon’s in-house crew is behind “Midnight Opus,” which was developed in collaboration with manufacturing store Hungry Man and directed by Wayne McClammy. Media buys replicate the marketing campaign’s theatrical setting, with in-cinema advertisements connected to imminent box-office attracts like “Moana 2” and “Depraved,” each releasing Nov. 27. The 90-second lower of the spot may even run on Prime Video, which started carrying commercials in January as a part of Amazon’s larger push into video promoting.
Amazon’s vacation advertising and marketing continues to put a give attention to music and mawkish storytelling. The e-commerce large’s seasonal marketing campaign final 12 months was soundtracked by an instrumental model of The Beatles’ “In My Life” and confirmed a trio of older ladies recreating completely happy childhood reminiscences with merchandise bought off of Amazon.
Past advertisements, Amazon is selling tech-forward activations for the important thing This autumn gross sales rush. The corporate on Monday unveiled digital vacation retailers that use 3D know-how to let customers browse a whole lot of merchandise and work together with seasonally themed content material.
