- Amazon launched its 2024 holiday marketing campaign this week in international markets. The effort leans on uplifting themes and centers on the classic Burt Bacharach and Hal David song “What the World Needs Now Is Love,” per details shared with Marketing Dive.
- “Midnight Opus” follows a theater janitor who has a passion for singing that his coworkers help realize by organising a stage for him to perform on as a surprise. They are in a position to get him a tuxedo jacket for his showcase on the last minute because of Amazon.
- In the U.S., ads will air in 30-, 60- and 90-second cuts across TV, video on demand, online video, social and in cinemas for major movie releases starting Nov. 18 and running through December. The longer version of the spot may even appear on Amazon Prime Video.
Amazon is running a well-recognized marketing playbook around the vacations with creative that emphasizes human connection and features “What the World Needs Now Is Love.” The presence of the Bacharach-David classic, a well known anti-war song, could resonate at a time of global strife. Amazon’s holiday campaign was unveiled as U.S. consumers head to the polls for a very contentious presidential election, though the ads won’t appear widely as paid media within the region until later in November. The campaign can also be running internationally in UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, Netherlands and Sweden.
“Midnight Opus” tracks a janitor at a theater whose early dreams of vocal stardom went unrealized, as evidenced by a younger photo of himself held on his locker door. The janitor’s colleagues, impressed by his singing chops as he goes about his day job, arrange the stage at their workplace so he can finally have a moment within the highlight. A tux jacket courtesy of Amazon brings a classic flare to his heartfelt rendition of “What the World Needs Now Is Love.”
Amazon’s in-house team is behind “Midnight Opus,” which was developed in collaboration with production shop Hungry Man and directed by Wayne McClammy. Media buys reflect the campaign’s theatrical setting, with in-cinema ads attached to approaching box-office draws like “Moana 2” and “Wicked,” each releasing Nov. 27. The 90-second cut of the spot may even run on Prime Video, which began carrying commercials in January as part of Amazon’s greater push into video promoting.
Amazon’s holiday marketing continues to position a deal with music and mawkish storytelling. The e-commerce giant’s seasonal campaign last yr was soundtracked by an instrumental version of The Beatles’ “In My Life” and showed a trio of older women recreating joyful childhood memories with products purchased off of Amazon.
Beyond ads, Amazon is promoting tech-forward activations for the important thing Q4 sales rush. The company on Monday unveiled virtual holiday shops that use 3D technology to let users browse tons of of products and interact with seasonally themed content.
Read the total article here
