Amazon Ads’ new campaign, “Make Media Magic,” showcases its tech-driven ad solutions designed to spark creativity and excitement in media planning for marketers.

Developed in partnership with creative agency Anomaly, the campaign aims to pique marketers’ curiosity about Amazon Ads’ tech capabilities, including its premium third-party ad offering, vast audience signals and full-funnel capabilities.

The 65-second hero film follows a seasoned marketer who’s seen it all. As the story unfolds in rhyme, viewers learn she’s spent years buying, selling and building her name in the industry. But one quiet morning, Amazon Ads catches her eye, and she decides to give it a try. Her campaign takes off, spreading across Amazon Ads’ full-funnel canvas and gaining momentum with each placement. The ad ends showing how the once-uninspired marketer is reinvigorated and excited by her success.

An Amazon ads spokesperson tells MiC that the team is leveraging a similar 2024 channel mix, with particular emphasis on Prime Video, streaming, TV, online video and social media. However, investment in Prime Video, third-party streaming TV and OLV through Amazon DSP has increased from last year.

Additionally, for the first time, the team is using custom WeTransfer ads that display creatives on the back of the screen while users download documents. According to the spokesperson, WeTransfer enables unexpected interactivity with marketers who rely on the platform for large file sharing, leveraging its popularity due to its ease of use and no required IT setup or training.

Like previous campaigns, the spokesperson notes that the latest iteration aims to emotionally connect with the audience, increasing awareness of Amazon Ads’ solutions and establishing it as the go-to advertising partner for achieving full-funnel goals.

“Telling customer-centric stories with film that make brand marketers and media experts feel seen is a cool opportunity,” the spokesperson says. “Campaign assets communicate Amazon Ads’ expansive advertising canvas across owned properties and third-party ad supply that reach relevant audiences because of Amazon’s trillions of browsing, streaming and shopping signals.”

“Make Media Magic” also aligns with Amazon Ads’ core proposition, “Full-funnel advertising. At scale. For everyone,” which has been promoted over the last year – the platform highlights how Amazon helps marketers meet goals across all stages and sets them up for future wins.

“The campaign will reach marketers and media agency talent who create ad campaigns for major brands across Canada,” the spokesperson adds. “This audience has a lot of media partners to choose from, so it’s important for Amazon Ads to be salient, distinct and valuable in their minds.”

The campaign is live across the U.S. and Canada and will roll out across the U.K, Germany, Italy, Brazil, Australia, Spain and France in June.