The challenge: Increase Amazon’s sales in the 2 months leading up to the holiday season. The creative: These radio spots, rich in holiday tradition, invoke a sense of truism and believability. They take an age-old question and spin it in an entirely new direction: 'Dad, is there a such thing as Amazon?' and 'Mom, do you believe in Amazon?' The unassuming banter between parent and child is sure to bring a smile to your face. In addition, the spots educate consumers about Amazon’s brand attributes: ease of shopping, Earth’s biggest selection, low prices and free shipping. All things that make holiday shopping simple. The result: Sales through the roof (or should we say ‘chimney’) in the markets the radio ran. Plus, it was Amazon’s best holiday to date.