A cinematic new spot from Amazon Prime tells the story of twin sisters whose mutual love for football fuels their friendly sibling rivalry.
"The Best," directed by Michael Spiccia and developed by creative agency Wieden + Kennedy London, continues Amazon's "It's on Prime" brand platform, which showcases Prime's many benefits.
Jo Shoesmith, VP and chief creative officer at Amazon, stated that the ad is a celebration of sports culture launched at a fitting time, during the Olympics and before the second half of the National Women's Soccer League on Prime Video.
According to her, the ad highlights Amazon Prime's adaptability in catering to every member's wants and needs.
The e-commerce giant is also capitalizing on the ongoing Olympics with comedic posts on social media.
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The new 30-seconder features Amazon Prime's rapid delivery and wide range of products, which the twins utilize to order products that can give them an advantage over each other.
The ad will run during Olympic broadcasts in North America, with an extended cut released later this month.
The spot is an excellent example of video marketing at its best, tackling sibling rivalry and healthy competition in just half a minute.
With 82% of people choosing to watch a video rather than read articles, consistently offering new video content is a great way for established brands to stay relevant.
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The spot begins with a shot of twin sisters watching football in their living room covered in football memorabilia.
After sharing a glance, the two start training to be better than the other in the sport.
One twin orders a new pair of cleats to amp up her game while another buys protein powder to improve her strength.
The film is similar to previous "It's on Prime" spots, highlighting stories of people finding personal fulfillment through Amazon.
A film released earlier in January depicts the same themes, showing a woman using Amazon Prime to get into gardening.
Another depicts the adventures of a father who gets into coffee as he learns to care for a new baby.
Amazon's "It's on Prime" platform is now active in over 12 markets worldwide, including Brazil, Canada, France, Germany, Italy, Japan, Mexico, Spain, and the U.K.
Although these campaigns target consumers (B2C), Amazon hasn't forgotten B2B marketing.
Just yesterday, Amazon Ads launched a spot targeting SMBs (small- and -medium-sized businesses), touting its ability to reach consumers without having to sell their products on the platform.
