Online Electronics Retailer: "DAD & SON" Radio ad by Fly Communications

Advertising Agency: FLY COMMUNICATIONS, USA, New York
Executive Creative Director: Ben Cruz
Creative Director: Ben Cruz
Scriptwriter: Gregg Benedikt/Larry Rowen/David Warren
Agency Producer: Nandita Ahmed/Cindy Vannoy
Account Supervisor: R. May Lee
Director: Larry Rowen/Dave Warren
Sound Engineer: Bob Pomann


Script in English
MVO1: Dad?

MVO2: Yes, son.

MVO1: Is there really such a thing as amazon.com?

MVO2: Is there such a thing as amazon.com? Of course there is.

MVO1: But I thought only little kids believed in amazon.com.

MVO2: Oh no. Adults believe too. Who do you think brought us the flat panel TV last year? Or your big sister’s iPod?

MVO1: I don’t know...

MVO2: It was Amazon, son.

MVO1: Are you sure, Dad?

MVO2: Of course I’m sure. amazon.com brings millions of electronics to people all over, especially around the holidays.

MVO1: But I’ve never seen amazon.com. How do I know it’s real?

MVO2: Son, sometimes, you just have to believe.

ANN: Let amazon.com make your holiday shopping a breeze. You’ll find Earth’s biggest selection, low prices, speedy delivery, and helpful suggestions for everyone on your gift list.

This week look for great deals on our most popular electronics from Apple, Sony, Samsung, HP, Canon and Garmin, including an incredible selection of digital cameras, MP3 players, TVs, PCs and GPS devices, most available with free shipping.

Amazon.com. It’s okay to believe.
Brief Explanation
The challenge: Increase Amazon’s sales in the 2 months leading up to the holiday season.

The creative: These radio spots, rich in holiday tradition, invoke a sense of truism and believability. They take an age-old question and spin it in an entirely new direction: 'Dad, is there a such thing as Amazon?' and 'Mom, do you believe in Amazon?' The unassuming banter between parent and child is sure to bring a smile to your face.
In addition, the spots educate consumers about Amazon’s brand attributes: ease of shopping, Earth’s biggest selection, low prices and free shipping. All things that make holiday shopping simple.

The result: Sales through the roof (or should we say ‘chimney’) in the markets the radio spots ran. Plus, it was Amazon’s best holiday to date.