The goal is to be the one inspiring it, not experiencing it. For Amazon Ads’ year two campaign, we were challenged to create the next chapter of the Ads that work as hard as you do platform, retain our so-true-it-hurts tone of voice, but this time feature the full spectrum of Amazon media placements – from Prime Video & Twitch ads, to Amazon boxes and lockers. 

So we harnessed this uncomfortable emotion to show the reach and effectiveness of Amazon Ads through the eyes of an envious marketer, who is haunted by their competitor’s infuriatingly pervasive campaign.

After our TVC rollout, we turned up at the most envy-riddled event on the advertising calendar and released a series of tactical print ads showing what those of us who didn’t win a Cannes Lion were really feeling.