Amazon has proven its ability to 'Save the Everyday', no matter the scenario or circumstance, in its latest genre-crossing brand campaign. Stepping into reality TV and action, the campaign reminds audiences that it should be their first port of call when they're in need of good value, everyday essentials, planned or unplanned. The campaign, created by Amazon's in-house creative agency and directed by Wayne McClammy through Hungryman, features two TVC spots, 'Stain Protocol' and 'Real Housefight'. In ‘Stain Protocol’, a fight breaks out within a busy street scene. As the film’s hero fights his way out of a sticky situation, his pristine white T-shirt is stained in the process – serving as a reminder that even heroes need their clothes cleaned. The spot, which will run on TV/ POLV, digital and social, will also run in cinemas, surrounding the release of ‘Mission: Impossible - The Final Reckoning’. In ‘Real Housefight’, a wine-fuelled argument takes place, reminiscent of the dramatic disagreements that frequently unravel during reality TV shows. As wine glasses break and red wine is thrown, a discreet order of kitchen roll and wine glasses shows that Amazon is there for when the drama winds down, and the cleanup ensues. Among other placements across TV/ POLV, digital and social, the spot will feature in reality TV networks and programming.
