Amazon’s new brand campaign out of agency 72andSunny Los Angeles offers creative interpretations of real customer reviews. This hero film titled “Tent”–directed by Gary Freeman via production house MJZ–sprung from an actual review which read, “Bought a tent for their beds…Gave them a new world.”
“Tent” features an expectant mother who already has two young, rambunctious boys. She watches as her boys struggle for autonomy and space in a shared room. She gets an idea to solve this problem by ordering two separate bed tents, purchased easily on Amazon. The boys create their own worlds, and in doing so, mom finds an unexpected way to bring them closer together.
Matt Murphy, chief creative officer at 72andSunny, said, “After reading thousands of customer reviews on Amazon, it felt like we were getting a peak into what the brand means to people. The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”
Credits
Client Amazon Agency 72andSunny Los Angeles Matt Murphy, chief creative officer; Lauren Smith, executive creative director; Scott Reedy, Shawn Raissi, creative directors; Kailey Riggen, sr. designer; Lulu Wimberly, sr. writer; Mike Farrell, design director; Lora Schulson, head of production, North America; Nicole Hasse, director of production, L.A.; Rebecca Wilmer, executive producer; Elena Licursi, jr. producer. Production MJZ Gary Freeman, director; Nicolas Karakatsanis, DP; Laura Macauley, sr. exec producer; Sara Cummins, producer; Natalie Isaac, production manager. Production Services 24/7 Niklas Murray, EP/managing director; Tanya Sokolova, exec producer. Editorial Union Graham Turner, editor; Joe Schiffer, sr. cutting assistant; Michael Raimondi, president/managing partner; Lillian Ghodoushim, producer. Finishing Hunter Logan Aries, exec producer; Carolyn Woods, Flame; Scott Talbot, animator. Color Grade Company 3 Matt Osborne, colorist; Dan Butler, producer. Sound Beacon Street Studios Rommel Molina, mixer/sound designer; Kate Vadnais, exec producer.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
