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.
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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.
The Radio ad titled DAD & SON was done by Fly Communications advertising agency for product: Online Electronics Retailer (brand: Amazon.com) in United States. It was released in the Dec 2007.