What is the new Amazon commercial about? Amazon Prime’s new ad, directed by actor turned filmmaker Olivia Wilde, follows a young woman debating what to do with an unwanted moustache. While at first she wants to remove it, she changes her mind when she’s reminded of all of the cultural icons who have facial hair.
She’s particularly emboldened by Freddie Mercury and orders a yellow jacket inspired by one of his better-known stage outfits. The jacket and the Queen song scoring the ad appear to help her wear her moustache to school with confidence. Wilde made her feature debut in 2019 with the charming coming-of-age film, Booksmart, and the same light-hearted approach to characters and world building is on display here.
What is the new Amazon commercial about?
The ad tells the story of 3 lifelong friends reviving the joy of their youth at the top of a snowy hill, proving that joyful moments are made even more special when they’re shared.
This film is the brand centerpiece of Amazon’s global “Joy is shared” campaign and will run across broadcast TV, cinema, streaming video, online video, and social media until the end of December. The 30-second and 60-second versions will start to air in Canada and the U.S. on November 13, following the launch in Europe and the UK on November 6. In the U.S., the ad will broadcast during the Billboard Music Awards, the Latin Grammy Awards, and alongside festive content on the Hallmark Channel. Preview the ad.
Amazon’s 2023 global holiday campaign shows how joyful holiday moments are made even more special when they’re shared and having fun doesn’t have to stop at a certain age. The campaign centerpiece is a 60-second brand film called “Joy Ride,” which stars three older women as main characters in a story about lifelong friends reviving the joy at the top of a sledding hill—all thanks to a flash of inspiration (and Amazon’s shopping selection and convenience!).
The spot features an instrumental rendition of the Beatles’ “In My Life,” which ranked No. 23 on Rolling Stone magazine’s 500 Greatest Songs of All Time and ranked No. 1 by Mojo Magazine. The track was chosen as it is one of the Beatles’ most well-loved songs as well as an ode to enduring friendships and shared memories, which marries perfectly with the core theme of the ad.
Against this musical rendition and snowy backdrop, the ad is an ode to friendship—a heartwarming story that unfolds as the three stars gather on a park bench and sip hot drinks, longingly watching on as playful children and teenagers sled down the hill in their local park. There is a sense that this setting is familiar—a daily tradition, now mired by the colder temperatures.
Amazon Prime Video will start showing ads early next year
After Netflix and Disney+ introduced ad-supported plans last year, Amazon said in an update today that it will start showing ads on Prime Video early next year. The company said it will offer an ad-free tier for additional $3 per month to Prime members.
Amazon noted that ads will be introduced in the U.S., U.K., Germany and Canada in early 2024. Prime Video users in France, Italy, Spain and Mexico will start seeing ads later in the year. In June, The Wall Street Journal reported that Amazon was in the early stages of planning to introduce ads to Prime Video.
The company promised to show fewer ads than linear programming — the benchmark for which is four minutes per hour, according to Variety.
“To continue investing in compelling content and keep increasing that investment over a long period of time, starting in early 2024, Prime Video shows and movies will include limited advertisements. We aim to have meaningfully fewer ads than linear TV and other streaming TV providers,” the company said in a blog post.
In May, Amazon launched a new free and ad-supported (FAST) video experience for Fire TV devices in the U.S. In the same month, the e-commerce giant said that it is bringing more than 100 Amazon Original series and movies to its Freevee ad-supported streaming service. In August the company launched a new Fire TV Channels app with access to over 400 FAST channels.
Earlier this month, YouTube said that the company is experimenting with longer but fewer ads on TV akin to commercial breaks on linear TV.
In the last few years, Amazon has hiked the prices of its several offerings. In February 2022, the Prime annual membership went from $119 to $139. This year, the company has raised prices for Amazon Music Unlimited plans for individuals, Prime Members and families as well.
Amazon is sticking ads in Prime Video shows and movies unless you pay more
Amazon has announced plans to start placing “limited advertisements” in TV shows and movies running on the company’s Prime Video streaming platform, to allow the e-commerce giant to “continue investing in compelling content.” According to Amazon’s press release, the ads will first be introduced on Prime Video content in the US, UK, Germany, and Canada on an unmentioned date in “early 2024,” with France, Italy, Spain, Mexico, and Australia to follow later that year.
Amazon says it doesn’t have plans to change the current price of its Prime memberships in 2024, and Prime members will be notified of the change several weeks before the ad injections begin, along with details to sign up for the ad-free option.
US-based Prime members will be able to revert back to an ad-free experience for an additional $2.99 per month on top of their existing subscription. Prime memberships in the US cost $14.99 per month, or $139 per year if paid annually. Pricing for the ad-free option for other countries will be shared “at a later date.”
The introduction of ads comes at a time when Amazon is undergoing cost-cutting across the company, and arrive as price increases and ad-supported tiers launch on competing streaming services.
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