Amazon Ads drops new campaign from Anomaly


As folks across the advertising industry well know, great campaigns take months of strategizing, briefing, creating, and planning – thousands of hours of hard work that. 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 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 go 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?”  Watch below:


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. 


CLIENT: 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


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

EDIT: The Den

  • Editor: Tobias Suhm
  • Assistant Editor: Evan Carp
  • Senior Post Producer: Kortney Rubottom

POST: Electric Theater Collective

  • Executive Producer: Antonia Vlasto
  • Producer: Samia Ahmed Turner

POST: 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: Electric Theater Collective

Colorist: Luke Morrison

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

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