Amazon Ads Debuts New Campaign with Billboard Blocked by a Tree

let down by a less than hard-working media placement

message for Circle Graphics

Amazon Ads Debuts New Campaign from Anomaly 

As folks across the industry well know, great advertising takes months of strategizing, briefing, creating, and planning – thousands of hours of hard work that, unfortunately, can often be let down by a less than hard-working media placement. Celebrating the time, effort, and energy that goes into bringing an advertising and media campaign to life, Amazon Ads has enlisted Anomaly to develop and launch a new global brand platform “Ads That Work as Hard as You Do,” marking a new positioning for the brand.

Debuting on the heels of an OOH activation at Cannes Lions, a 30-second global spot, viewable here, lies at the heart of the effort. It portrays the development of a campaign for fictional beverage brand ‘Cheri’, showing the hours of strategizing and development that goes into an ad campaign, only for it to run on a billboard that’s blocked by a tree, behind a busy freeway. The video closes out with the text: “All that, for this?”

By ending with the image of the obscured billboard, the campaign drives home the message that Amazon Ads offers thousands of alternative premium media placements across integrated platforms, with measurement and analytics tools that make sure your media buy is worthy of all the hard work that goes into creating your campaign. It underscores Amazon Ads’ understanding of the hard work that goes into advertising, positioning it as on par with that of any brand or agency.

The work is a lighthearted and self-aware look at what can happen when, despite the stars aligning to bring together strong media, strategy and creative partners, a campaign still ends up in a bad media placement. Moreover, it celebrates the engine that powers the advertising industry day in and day out: its people.

Accompanied by three 15-second ads, the campaign is live in France, Italy, Germany, Spain, UK and Canada, and features online video, social media, digital display, and digital audio executions.


Brand: Amazon Ads
Carly Zipp: Director, Brand Marketing
Dipal Shah: Head of Brand Strategy
Colin Kikcio: Senior Brand Strategist
Alex Andreadis: Brand Manager
Marcellus Neel: Senior Creative Director

Agency: Anomaly
Partner, Chief Innovation Officer: Natasha Jakubowski
Managing Partner, Head of Media & New Engagement Models: William de Lannoy
Innovation Strategy Director: Justin Alsop
Managing Partner, Executive Creative Director: Seth Jacobs
Creative Director: Dan Shapiro
Creative Director: Diego Fonseca
Creative Director: Giles Clayton
Art Director: Jessica Leonard
Copywriter: Kat Worrall
Art Director: Yianni Tzizifas
Design Director: Nate Blowers
Designer: Nani Harakawa
Head of Account Management: Elektra O’Malley
Business Director: Rachel Wintle
Account Supervisor: Hannah Goehri
Account Executive: Claudia Giblin
Executive Producer: Bronwen Lonsdale
Senior Producer: Mateus DeFaria
Producer: Lily McCann
Producer: Victoria McMachan

Media: Rufus
Anna Prendergast: Global Managing Partner
Simon Smith: Head of EU Expansion
Diego Lopez-Vega: Global Director, Communications Design
Priya Jain: Associate Director, Client Advise and Management
Bianca Burkhardt: Global Manager, Client Advise and Management
Harry Moss: Head of Consumer, UK
Philip Kreuzer: Director, Client Advise Management & Planning, DE
Debbie Medeiros: Director, Communications Design, CA
Claire Sipos: Business Partner, FR
Ruth Gutierrez: Client Services Director, ES
Beatrice Tisot: Managing Partner, IT

Production Company: ProdCo
Co-Director: Ian Pons Jewell
Co-Director: Jara Moravec
Director of Photography: Mauro Chiarello
Executive Producer: Maddi Carlton
Line Producer: Shirley O’Connor

Editorial: The Den
Editor: Tobias Suhm
Assistant Editor: Evan Carp
Senior Post Producer: Kortney Rubottom

Post Production: Electric Theater Collective
Executive Producer: Antonia Vlasto
Producer: Samia Ahmed Turner

Post Production: Framestore
Executive Producer: Nick Fraser
Producer: Catherine May

Sound Design: Gregory Caron (Independent)

Mix: Wave Studios
Partner / Mixer: Aaron Reynolds
Executive Producer: Vicky Ferraro

Color Grade: Electric Theater Collective
Colorist: Luke Morrison

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