Droga5 London’s debut work for Amazon Prime in the US shows shoppers falling in love with their imaginary selves after succumbing to an impulse purchase.
Set to well-known love songs from the 1980s and 1990s, the four ads promote Amazon Prime’s "try before you buy" feature on Prime Wardrobe, as well as free delivery on furniture.
The work aims to drive consideration of Prime as a place to shop for stylish furniture and clothing in a sector where customers are spending more time browsing and considering options than other categories.
In "Jacket", a man at a bar who is considering buying a jacket is presented with a slicker version of himself who exudes confidence while wearing the jacket. The soundtrack is All My Life by K-Ci & JoJo.
Amazon faces competition in the online fashion market from influencer-led platforms such as Instagram, as well as brands creating their separate direct-to-consumer platforms. Yesterday, Facebook-owned Instagram announced people would be able to buy directly from influencers and celebrities for the first time.
Droga5's work follows the UK agency’s "Great shows stay with you" campaign in the UK and Germany for Prime Video last year.
It was created by Molly Wilkof and directed by Speck and Gordon through Furlined. Intiative handles media planning and buying.
Shelley Smoler, group creative director at Droga5 London, said: "This campaign was designed to highlight all the great stuff no-one knows you can get on Amazon Prime – the stuff that sends shivers down your spine, gives you goosebumps and holds the promise of transforming your life.
"The films bring to life that moment when, out of nowhere, you come across something you want. You imagine it in your life. And you imagine yourself with it. But, of course, this version of you isn’t just you. Thanks to that new thing you now have, you’re the you you’ve always wanted to be. And that’s a you you just can’t help but love."