Entrepreneurship has always been about resourcefulness — turning limited resources into meaningful results. For today’s small and midsize businesses, that challenge is sharper than ever. According to the Advertiser Perceptions SMB Advertising Report 1H 2024, SMBs rank brand and product awareness as a top priority, yet many struggle to see real value from their ad spend. Budget constraints, concerns over wasted impressions, and the belief that effective advertising is out of financial reach remain the most significant hurdles.
Amazon Ads aims to change that. With its new “Gain the Edge” campaign, the company is democratizing video advertising, giving smaller businesses access to tools and media channels once reserved for the biggest brands.
Developed with Anomaly, the campaign’s two :30 hero spots center on a sibling rivalry between competing car dealerships. In one, a dealership owner watches her brother’s lot buzz with smoothie giveaways and inflatable mascots — until a savvy employee introduces her to Amazon Ads.
Soon, her dealership is popping up online, driving customers through the door. The tables turn when her brother discovers Amazon Ads, too, ending with both thriving and proving that even fierce rivals can find success with the right tools. Watch below:
The campaign highlights the competitive nature of local businesses, whether they’re car dealerships side by side or movie theaters across town, and demonstrates how Amazon Ads can give them a leg up when everything else is equal.
Along with the two :30 spots, the rollout includes three :15s and three :06s, running across streaming video, social media, digital audio, podcasts, and paid social beginning August 11.
“At its core, this campaign is about showing how powerful advertising can be when you target the right audience, on the right channel, at the right time,” said Ludovic de Valon, Director, Product & SMB Marketing at Amazon Ads. “Whether you’re running a car dealership or a coffee shop, Amazon Ads helps you cut through the noise and reach the customers who matter.”
“We wanted to take a universal challenge, standing out in a crowded market, and tell that story in a fun, memorable way,” said Ida Gronblom, Executive Creative Director at Anomaly. “The rivalry was the hook, but the real takeaway is that smart advertising works, no matter your industry.”
“Small and medium businesses don’t need massive budgets or over-the-top stunts to grow,” added Gronblom. “With the right tools and strategy, even the most unexpected brands can break through. Amazon Ads makes that possible.”
Entrepreneurship has always been about resourcefulness — turning limited resources into meaningful results. For today’s small and midsize businesses, that challenge is sharper than ever. According to the Advertiser Perceptions SMB Advertising Report 1H 2024, SMBs rank brand and product awareness as a top priority, yet many struggle to see real value from their ad spend. Budget constraints, concerns over wasted impressions, and the belief that effective advertising is out of financial reach remain the most significant hurdles.
Amazon Ads aims to change that. With its new “Gain the Edge” campaign, the company is democratizing video advertising, giving smaller businesses access to tools and media channels once reserved for the biggest brands.
Developed with Anomaly, the campaign’s two :30 hero spots center on a sibling rivalry between competing car dealerships. In one, a dealership owner watches her brother’s lot buzz with smoothie giveaways and inflatable mascots — until a savvy employee introduces her to Amazon Ads.
Soon, her dealership is popping up online, driving customers through the door. The tables turn when her brother discovers Amazon Ads, too, ending with both thriving and proving that even fierce rivals can find success with the right tools. Watch below:
The campaign highlights the competitive nature of local businesses, whether they’re car dealerships side by side or movie theaters across town, and demonstrates how Amazon Ads can give them a leg up when everything else is equal.
Along with the two :30 spots, the rollout includes three :15s and three :06s, running across streaming video, social media, digital audio, podcasts, and paid social beginning August 11.
“At its core, this campaign is about showing how powerful advertising can be when you target the right audience, on the right channel, at the right time,” said Ludovic de Valon, Director, Product & SMB Marketing at Amazon Ads. “Whether you’re running a car dealership or a coffee shop, Amazon Ads helps you cut through the noise and reach the customers who matter.”
“We wanted to take a universal challenge, standing out in a crowded market, and tell that story in a fun, memorable way,” said Ida Gronblom, Executive Creative Director at Anomaly. “The rivalry was the hook, but the real takeaway is that smart advertising works, no matter your industry.”
“Small and medium businesses don’t need massive budgets or over-the-top stunts to grow,” added Gronblom. “With the right tools and strategy, even the most unexpected brands can break through. Amazon Ads makes that possible.”
