Two Amazon-owned companies — Ring and Hollywood studio MGM — are teaming to create a TV show in the mold of "America's Funniest Home Videos" using viral footage from Ring's doorbell and smart-home cameras.
The half-hour show, called "Ring Nation," will be hosted by actor and comedian Wanda Sykes and premier in syndication on Sept. 26, MGM said.
The studio noted audiences should expect to see the usual things that go viral — marriage proposals, neighbors saving neighbors and silly animals.
The series showcases Amazon's fusion of its various business arms, this time to highlight what MGM called "interesting moments from communities across the country."
"You have one company that owns two juggernauts and (has) just figured out how to leverage one against the other," said Robert Passikoff, president of the brand research firm Brand Keys. He noted that unlike scripted movies or shows, a reality series using Ring footage will likely be cheaper to produce.
The show also presents a branding opportunity for the Seattle-based e-commerce and retail giant, which bought Ring in 2018 for $1 billion and has dealt with rounds of privacy concerns around Ring and its relationship with police departments across the country.
Last month, Amazon revealed it had provided Ring doorbell footage to law enforcement 11 times this year without the user's permission — all in response to emergency requests, according to the company.
MGM, which Amazon purchased for $8.5 billion, said in a statement Thursday that "Ring Nation" will offer audiences "daily dose of life's unpredictable, heartwarming and hilarious viral videos" shared by people from their cameras.
"Many of these have been previously shared online," Amazon spokesperson Nick Schweers said. "Others were sent directly to the team." Ring Nation secures permissions for each video from the owner and anyone identifiable in the video, or from companies that hold the rights to the clips, he said.
Amazon's deal to purchase MGM was closed earlier this year, though the Federal Trade Commission has said it still retains discretion to challenge it. Big Fish Entertainment, a production company owned by MGM, will also be part of the partnership.
Mike Pierantozzi joins Movers+Shakers as exec creative director
Creative agency Movers+Shakers has appointed Mike Pierantozzi as executive creative director. In this new role, he will help guide the creative direction of Movers+Shakers’ socially-native campaigns. Pierantozzi will report to co-founder and chief creative officer Geoffrey Goldberg.
With nearly two decades of experience as a copywriter, creative director, and multi-platform storyteller, Pierantozzi brings a wealth of knowledge from his work with major brands including Kraft, Unilever, IBM, and Walmart. He has led the creation of award-winning campaigns for agencies like Red Tettemer, Ogilvy, The Brooklyn Brothers, TAXI, Saatchi & Saatchi, and most recently, Vayner, where he spearheaded culturally iconic work for Planters including “Death of Mr. Peanut.” He led the National Down Syndrome Society and Luvs account, whose “First Kid. Second Kid” campaign was awarded by the Effies, ADC, Clios and LIAs.
Outside of the office, Pierantozzi practices what he teaches brands. He’s gone viral multiple times on his own TikTok account, featuring comedic interactions with his son and a trombone. He’s accumulated 15K followers on TikTok.
“Mike brings a rare and awesome combination of deep social and platform experience, a keen eye for excellent storytelling, and a humble and kind approach to leadership,” said Goldberg. “Mike’s got a knack for turning brand stories into cultural movements, making him the perfect fit for Movers+Shakers. He’s got the kind of bold vision and attention to culture that fits perfectly with our mission to push creative boundaries and drive industry firsts. Plus, as a creator himself he has the innate ability to make people stop, laugh, and share--which is exactly what we’re about.”
“I’ve... Read More