Amazon Prime Video's TV-binge campaign returns with dramatic flourish

Droga5 London work shows how characters' lives are changed after binge-watching.

Amazon Prime Video is changing tack as it brings back its "Great shows stay with you" campaign for 2019.

The work, by Droga5 London, continues to show how characters’ lives are changed after binge-watching TV. But instead of following the events chronologically, the films begin with the radical transformation and then jump back in time to reveal how a Prime Video show was the catalyst. 

In each spot, a protagonist acts in unexpected ways, all captured in a cinematic sequence that builds to a dramatic finish. It then jumps back 24 hours earlier, showing how their behaviour started to evolve after becoming immersed in a programme.

The TV series featured in this campaign are The Marvelous Mrs Maisel, Hanna, New Amsterdam and All or Nothing: Manchester City

The ads were written by Ed Redgrave, art directed by Dave Wigglesworth and directed by Steve Rogers through Somesuch. Initiative is the media agency. 

The campaign will run across TV, cinema and online in the UK, Germany, Austria and Italy. 

David Kolbusz, chief creative officer at Droga5 London, said: "Building intrigue upfront is always a riskier proposition, but we've got brave clients who understand that sometimes it can be equally as rewarding to save the reveal of the brand to the end." 

Since creating the first "Great shows stay with you" ads last year, Droga5’s work with Amazon has expanded to include a US campaign for Amazon Prime Wardrobe.

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