Amazon Ads – Ads That Work as Hard as You Do

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In collaboration with Anomaly, Amazon Ads has launched a new global brand platform, “Ads That Work as Hard as You Do,” to celebrate the hard work of creating an advertising campaign. The campaign humorously highlights the potential pitfalls of poor media placement, despite the best efforts of media, strategy, and creative partners.

The campaign’s centerpiece is a 30-second global spot that features a fictional beverage brand, ‘Cheri.’ The ad showcases the extensive strategizing and development that goes into an advertising campaign, only for it to end up on a billboard obscured by a tree. This cleverly drives home the message that Amazon Ads offers a multitude of alternative premium media placements across integrated platforms, ensuring that your media buy is as worthy as the hard work that goes into creating your campaign.

Amazon Ads adverts
Amazon Ads adverts

The campaign includes three 15-second ads.

The campaign underscores Amazon Ads’ understanding of the hard work that goes into advertising, positioning it as on par with that of any brand or agency. It’s a lighthearted and self-aware look at what can happen when, despite the stars aligning to bring together strong media, strategy, and creative partners, a campaign still ends up in a bad media placement. Moreover, it celebrates the engine that powers the advertising industry daily: its people.

This campaign marks a new positioning for Amazon Ads and follows an OOH activation at Cannes Lions. It’s a testament to the brand’s commitment to ensuring the media placement matches the hard work of creating an advertising campaign.


  • The campaign cleverly highlights the importance of good media placement, a factor often overlooked in advertising.
  • It celebrates the hard work that goes into creating an advertising campaign, acknowledging the efforts of everyone involved.
  • The campaign’s lighthearted and self-aware tone makes it engaging and relatable to its audience.


  • The campaign’s message might be lost on those unfamiliar with the intricacies of advertising and media placement.
  • Using a fictional brand, ‘Cheri,’ might make the campaign less relatable to real-world brands and businesses.
  • The campaign’s focus on poor media placement might inadvertently highlight potential shortcomings in Amazon Ads’ services.
Amazon Ads campaign
Amazon Ads campaign


Brand: Amazon Ads
Carly Zipp: Director, Brand Marketing
Dipal Shah: Head of Brand Strategy
Colin Kikcio: Senior Brand Strategist
Alex Andreadis: Brand Manager
Marcellus Neel: Senior Creative Director

Agency: Anomaly
Partner, Chief Innovation Officer: Natasha Jakubowski
Managing Partner, Head of Media & New Engagement Models: William de Lannoy
Innovation Strategy Director: Justin Alsop

Managing Partner, Executive Creative Director: Seth Jacobs
Creative Director: Dan Shapiro
Creative Director: Diego Fonseca
Creative Director: Giles Clayton
Art Director: Jessica Leonard
Copywriter: Kat Worrall
Art Director: Yianni Tzizifas
Design Director: Nate Blowers
Designer: Nani Harakawa

Head of Account Management: Elektra O’Malley
Business Director: Rachel Wintle
Account Supervisor: Hannah Goehri
Account Executive: Claudia Giblin

Executive Producer: Bronwen Lonsdale
Senior Producer: Mateus DeFaria
Producer: Lily McCann
Producer: Victoria McMachan

Media: Rufus
Anna Prendergast: Global Managing Partner
Simon Smith: Head of EU Expansion
Diego Lopez-Vega: Global Director, Communications Design
Priya Jain: Associate Director, Client Advise and Management
Bianca Burkhardt: Global Manager, Client Advise and Management
Harry Moss: Head of Consumer, UK
Philip Kreuzer: Director, Client Advise Management & Planning, DE
Debbie Medeiros: Director, Communications Design, CA
Claire Sipos: Business Partner, FR
Ruth Gutierrez: Client Services Director, ES
Beatrice Tisot: Managing Partner, IT

Production Company: ProdCo
Co-Director: Ian Pons Jewell
Co-Director: Jara Moravec
Director of Photography: Mauro Chiarello
Executive Producer: Maddi Carlton
Line Producer: Shirley O’Connor

Editorial: The Den
Editor: Tobias Suhm
Assistant Editor: Evan Carp
Senior Post Producer: Kortney Rubottom

Post Production: Electric Theater Collective
Executive Producer: Antonia Vlasto
Producer: Samia Ahmed Turner

Post Production: Framestore
Executive Producer: Nick Fraser
Producer: Catherine May

Sound Design: Gregory Caron (Independent)

Mix: Wave Studios
Partner / Mixer: Aaron Reynolds
Executive Producer: Vicky Ferraro

Color Grade: Electric Theater Collective
Colorist: Luke Morrison



Good campaign!

Heart or Humor10.0
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