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Dive Brief:
- Amazon launched a holiday campaign that features actor Adam Driver reading real-life reviews left by the e-commerce giant’s customers, per details shared with sister publication Marketing Dive.
- Driver turns the “deeply personal” reviews into theatrical monologues in 10 different 30- and 60-second ads running across paid social, premium online video and Amazon’s owned channels.
- Timed to Black Friday and Cyber Monday deal events, the campaign brings a touch of Hollywood and holiday spirit to user-generated content.
Dive Insight:
Amazon is taking a novel approach to product-focused advertising and user-generated content by having a “real serious actor” reimagine memorable reviews in the style of a one-man show. The ads were produced by Amazon’s internal creative team and will be refreshed to highlight additional reviews through early December.
“What these reviews have shown us is that some of our best writers …