Online Toy Retailer: "MOM & DAUGHTER" 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
FVO1: What’s wrong, honey. Aren’t you excited about the holidays?

FVO2: It’s the big kids at school. They told me that amazon.com isn’t real.

FVO1: What?

FVO2: They don’t believe that amazon.com brings millions of toys to kids all over.

FVO1: Oh honey...

FVO2: When I told them that amazon.com was real, they just laughed at me.

FVO1: Of course it's real. How do you think we get all of those wonderful toys every year without even leaving our house?

FVO2: Well...

FVO1: And how do you think kids in other cities get what they want?

FVO2: So you believe in amazon.com too, even though you’re all grown up?

FVO1: Yes honey, 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 free shipping on thousands of items.

This week, look for great deals on over 300,000 toys, from board games to videogames, electronics, hobbies and learning toys. Plus all their favourites from Barbie, Lego, Transformers, Web Kids and much, much more.

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 ran. Plus, it was Amazon’s best holiday to date.