Friends and family mean a lot. But doing all the things you love together can cost a lot – like, a lot a lot. Droga5 ANZ has infused that fact of life with a lot of human humour to remind Aussies they can spend less on the people (and pets) they love, thanks to Amazon’s great value on millions of products.
The campaign teams up with stand-up comedian, actor and author, Steph Tisdell, who shows how she spends less on her mum, niece, friends and dog — without loving them any less., across four 30-second spots.
The commercials were directed by Sweetshop comedy director, Max Barden, and are supported in socials with ten extra films in which Tisdell revels in spending less on everything from protein powder to party decorations.
The scripts were developed in collaboration with Tisdell through a series of writers’ rooms, with plenty of on-the-spot ad-libbing so the ads were authentic to her style of humour and how she uses Amazon in her life — right down to casting a dog that looks eerily like her own border collie, Stevie. First Nations consultants, YarnnUp, were involved in shaping the campaign. Disability inclusion initiative, Shift20, was also consulted during the script writing and casting process.
The campaign is supported by TV, cinema, broadcast video on demand, online video, out of home, social, along with radio which is also fronted by Tisdell.
Amazon Australia Head of Brand & Category Marketing Ben Gandy, stated, “Steph’s comedic energy perfectly captures the idea that you can absolutely adore someone and still be a savvy shopper when it comes to a birthday present, hosting visitors or being the favourite aunty, thanks to Amazon’s low prices.”
Droga5 ANZ chief creative officer, Damon Stapleton, added, “Steph’s warmth, honesty and unmistakable Aussie humour brought the scripts and insights within them to life beautifully.”
Credits:
Client: Amazon
Amazon Australia Marketing Director: Arno Lenoir
Head of Brand and Category Marketing: Ben Gandy
Senior Marketing Manager, Retail & Brand: Sia Andreatidis
Senior Program Manager: Paola Franco
Creative Agency: Droga5 ANZ, part of Accenture Song
CEO of Droga5 ANZ & Accenture Song ANZ Marketing Practice Lead: Matt Michael
Chief Creative Officer: Damon Stapleton & Barbara Humphries
Chief Client Officer: Belinda Drew
Creative Directors: Thomas Gledhill & Lennie Galloway
Creatives: Bianca Martinolli & Christopher Watts
Strategy Director: Brona Kilkelly
Group Business Director: Samar Karim
Business Director: Harrison Stone
Business Manager: Emily Quinn
National Head of Production: Romanca Mundrea
Head of Production: Penny Brown
Senior Producers: Elliot Liebermann & Simone O’Connor
Production Company: Sweetshop
Director: Max Barden
Executive Producer: Kate Roydhouse
Editor: Simon Price @ ARC
Finish: ARC
Audio Production & Music Supervision: Massive Music
Sound Designer: Simon Kane
Media Agency: OpenDoor
Leave A Reply