Amazon has teamed up with stand-up comedian, actor and author Steph Tisdell, to show how she spends less on her mum, niece, friends and dog, without loving them any less.
Directed by Max Barden at Sweetshop and created by Droga5 ANZ, part of Accenture Song, the campaign comes to life across four 30-second spots following Steph as she saves money on her nearest and dearest. Steph also appears in ten social films, where she revels spends less on everything from protein powder to party decorations.
The scripts were developed in close collaboration with Steph through a series of writers’ rooms, so the ads were authentic to Steph’s style of humour and how she uses Amazon in her life. First Nations consultants YarnnUp were involved in shaping the campaign. Disability inclusion initiative Shift20 was also consulted during the script writing and casting process.
The campaign is supported by TV, cinema, broadcast video on demand, online video, out of home, social and radio.
Ben Gandy head of brand and category marketing Amazon Australia said: “Steph’s comedic energy perfectly captures the idea that you can absolutely adore someone and still be a savvy shopper when it comes to a birthday present, hosting visitors or being the favourite aunty, thanks to Amazon’s low prices.”
Damon Stapleton chief creative officer at Droga5 ANZ said: “Steph’s warmth, honesty and unmistakable Aussie humour brought the scripts and insights within them to life beautifully.”
Credits:
Client: Amazon
Amazon Australia marketing director: Arno Lenoir
Head of brand and category marketing: Ben Gandy
Senior marketing manager, retail and brand: Sia Andreatidis
Senior program manager: Paola Franco
Creative agency: Droga5 ANZ
CEO of Droga5 ANZ & Accenture Song ANZ marketing practice lead: Matt Michael
Chief creative officer: Damon Stapleton and Barbara Humphries
Chief client officer: Belinda Drew
Creative directors: Thomas Gledhill and Lennie Galloway
Creatives: Bianca Martinolli and Christopher Watts
Strategy director: Brona Kilkelly
Group business director: Samar Karim
Business director: Harrison Stone
Business manager: Emily Quinn
National head of production: Romanca Mundrea
Head of production: Penny Brown
Senior producers: Elliot Liebermann and Simone O’Connor
Production company: Sweetshop
Director: Max Barden
Executive producer: Kate Roydhouse
Editor: Simon Price – ARC
Finish: ARC
Audio production and music supervision: Massive Music
Sound designer: Simon Kane
Media agency: OpenDoor
