The brief was to show price-conscious Gen-Z shoppers that Amazon offers great value and selection throughout key holiday shopping touchpoints from early-season shopping, big retail events like Black Friday/Cyber Monday, last-minute shopping, and product-specific sales moments.

Nothing gets people in the holiday spirit quite like classic holiday songs. Through social listening, we uncovered this much-loved holiday campaign from the ‘90s, and gravitated toward its ahead-of-its-time humor. Given its lo-fi aesthetic suited the off-the-cuff-style videos, we thought it would both fit in with organic social content, as well as stand out in its unabashedly hard selling approach to advertising. We got to work reimagining what this campaign would look like in a more modern era, and found the platform ripe for entertaining content, while also unabashedly and unapologetically allowing us to push hard-selling sales messaging that we’d normally try to avoid.

When it comes to building a social campaign, if you win Gen Z, you win the Internet. Knowing that Gen Z is both digitally native and ad averse, most brands try to trick the Internet into watching their ads by hiding behind partnerships or slipping branding into entertainment. But we decided to go the opposite direction, creating a campaign so blatantly sales-y that it couldn’t be mistaken for anything else.

But that would mean it’d have to be more entertaining than anything else, too. To break through to Gen-Z, we strategically built our campaign around the types of content they love most on the Internet– funny, weird, lo-fi, and musical. So, when we debuted our 60s-era variety show-inspired creative to the world, we were able to effectively deliver disruptive songs about hard-hitting topics like savings and value by giftwrapping them in weird performances and comedic earworms.

Inspired by our own sing-a-long holiday campaign from the 90s, Amazon reintroduced its obscure, sweater-clad holiday choir to a whole new generation of shoppers. Shot with vintage Ikegami HL-43 3CCD 2/3 cameras, this campaign contains over 15 original songs, 13 custom sets and a healthy dose of weird Internet humor that softened the holiday sell through song. Each mini music video features an off-beat holiday choir, singing about all the ways to save this holiday by shopping at Amazon.

- 10.3 Billion Impressions

- Amazon’s Biggest Holiday Sales Year Ever

- TikTok’s Most Shared TopView Ad of 2022

- Drove most new followers on TikTok from a TopView Ad