Amazon & Joint Bring Smart Business Buying to the High Seas

Amazon Business, together with creative agency Joint, is touting its services in a new pirate-inspired spot. 

Set in the 17th century, the short advert shows how the platform can help business owners grow their ventures with the help of its smart buying tools.

Add a touch of whimsical humor and historical flair, and you have yourself a memorable spot that strikes gold with a wide net of audiences.

Amazon Business Head of Brand & Thought Leadership Artemis Vallianatos shared in a LinkedIn post how the latest ad brings wonder and laughter to the "paperwork" that weighs down strategic business functions. 

"Imagine what a pirate crew could achieve if they had our Smart Business Buying tools at their fingertips," she added.

Meanwhile, Joint Chief Creative Officer Algy Sharman expressed joy in being able to partner with the team at Amazon Business. 

"We’ve relished the challenge of creating work that embraces storytelling and craft in a compelling and impactful way," Sharman concluded.

This spot is a great example of creative work done by a top advertising agency. 

Strike Gold with Amazon Business

The 45-second "Run a Tighter Ship" ad kicks off in the ocean, with a lady pirate using a telescope to spy on another ship.

She sees the rival group of pirates swarming over their gold chests. This leads the captain to check on her subordinates, only to find them drowning in paperwork, literally.

The captain then gets the idea to whip out her phone and try out Amazon's Smart Business Buying to help them work more efficiently.

Crates carrying telescopes, monocles, and compasses are then carried by birds onto the ship, as the pirates celebrate by focusing on the things they do best. 

 

 

 

 

 

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A post shared by Joint (@jointlondon)

The latest initiative from the brand and agency comes as part of a longstanding partnership marked by a series of campaigns.

Last May, Amazon Web Services (AWS) and Joint came together to create a commercial spotlighting the AI tools that come with the cloud service.

Like Amazon Business' most recent effort, the collaborative spot draws inspiration from fantasy elements, somehow blending them with AWS' unique AI offerings to keep viewers, particularly the business-to-business (B2B) audience, engaged. 

B2B marketing requires a strategic approach.

From crafting tailored messaging to forging meaningful relationships with corporate clients, every aspect of it plays a pivotal role in driving growth and fostering long-term success.

Editing by Katherine 'Makkie' Maclang