Amazon extends holiday ad campaign in U.S. with Adam Driver
Amazon has launched a holiday ad promotion that puts a dramatic spin on its five-star customer reviews with the help of a star of the most recent "Star Wars" film trilogy.
In an email to Chain Store Age, Amazon said its new “5-Star Theatre” ad campaign will spotlight real customer reviews, as read by actor Adam Driver, to inspire customers to shop for gifts during Black Friday Week.
In the ad spots, Driver dramatically narrates some of the funniest and most viral Amazon five-star product reviews, including its most well-known review featuring a description of a banana slicer that almost sounds too effusive to be serious.
Many of the items featured in the campaign will be on sale during Amazon’s Black Friday-Cyber Monday event running Thursday, Nov. 1 – Monday, Dec. 2.
[READ MORE: Amazon Black Friday week begins Nov. 21]
"What’s more compelling than the deeply personal, yet very public, Amazon review?," Driver said in a statement provided to Chain Store Age. "Immortalized readings of the marriage saving qualities of a banana slicer? The nuances of rubber duck collecting? Nothing says the holidays like grabbing a glass of something and telling people what you really think. Merry Christmas to myself."
Produced by Amazon’s internal creative team, the U.S.-only campaign goes live Wednesday, Nov. 20 with 10 different 30-second and 60-second spots running across paid social media channels, including TikTok, Meta, and Snapchat; Premium Online Video (POLV), including Thursday Night Football on Prime Video, A&E, Disney/Hulu, FOX/Tubi, Max, NBC/Peacock, Paramount, Samsung, Nexstar, Vevo, YouTube, and CTV device partners; and Amazon-owned Instagram, Facebook and YouTube accounts.
The ad spots will be refreshed throughout the holiday shopping season, with new spots highlighting additional five-star customer product reviews going live through early December.
"What these reviews have shown us is that some of our best writers are our customers, and we love how this campaign brings them into the spotlight,” said Jo Shoesmith, Amazon’s global chief creative officer, in the email. "The hardest part was finding a voice that could live up to them, and we were lucky to have a talent like Adam to bring their words to life. I mean, if watching an Oscar-nominated actor deliver a passionate monologue about a banana slicer doesn’t make you laugh, I don’t know what will."
The new campaign comes on the heels of Amazon's global omnichannel holiday campaign featuring a song from legendary popular composer Burt Bacharach.
