"Amasongs" drew on variety shows made popular in the 50s and 60s—a time way before social media and the glossy, curated social feeds of brands—when the lyrics were campy, the seems were seen, and everything was sung with a smile. We crafted each song of the campaign to sound like a vintage sing-along straight from this era, except with modern lyrics (i.e. “No cap it’s giving deals that slay for real, for real”). On social media, it stood out alongside all of the modern songs and influencer partnerships giving the campaign a fresh, comically “dated” sound.

Each year, more and more brands turn to influencer marketing as the default tactic for connecting with audiences on social media, which creates a sea of sameness during peak retail seasons. Rather than add to the mix of marketing noise during the holidays of 2023, we decided to approach our marketing tactics with a fresh perspective—inspired by a very old perspective:

"Amasongs" is a throwback to vintage holiday variety shows popular in the 1950s and 60s—a time way before social media and the glossy, curated social feeds of brands. Back then, the lyrics were campy, the seems were seen, and everything was sung with a smile. Alongside all of the other holiday retail ads in 2023—featuring glossy photography, modern stylings, influencer partnerships, and lots of tinsel—the campaign was visually and strategically disruptive. Each video was heavily art directed and shot to look era specific, even using vintage camera rigs instead of downgrading the films in post. The set design, propping, wardrobe, and choreography were designed to feel dated so that viewers would ask if it was new or old. The only modern update was the lyrics, which were very cringe and self-aware, (i.e. "No cap, it's giving deals that slay for real, for real") but sung without any irony. All of this made the campaign stand out on social. Although seemingly dated, the campaign was completely fresh for TikTok users who loved it.

Instead of opting for an influencer partnership for our holiday campaign as a shortcut to connect with Gen-Z, we wondered what would happen if we created vintage holiday sing-alongs reminiscent of variety shows made popular in the 1950s. Those vintage videos are cringey by today's standards, which seemed like a perfect fit for TikTok which loves unhinged, random content.

Inspired by this insight, we recreated the essence of those variety shows with “Amasongs Holiday Choir.” The cardigan-clad group was characterized by stiff acting, forced smiles, and singing about 'savings,' and 'deals' with no reserve. Even lines like “No cap, it’s giving deals. Deals that slay for real, for real.” In fact, the cringier, the better because we knew it would win the affection of our Gen-Z audience. In the end, although they seemed dated, the ads were totally fresh compared to the typical marketing tactics used on today’s social platforms.

Each year, more and more brands turn to influencer marketing as the default tactic for connecting with audiences on social media—creating a sea of sameness during peak retail seasons. Rather than add to the mix of marketing noise during the 2023 holidays, we decided to approach our marketing tactics with a fresh perspective—inspired by a very old perspective:

Our creative idea is the culmination of three key insights that resonate with audiences on social platforms: 1) Younger audiences have a higher propensity for nostalgia, specifically 90s and early 2000s. 2) people have moved away from highly-curated feeds and have a preference for more low-quality, raw content. 3) Humor has gotten weirder over the past decade.

With this in mind, we revived a 90's Amazon campaign, keeping its grainy look, but applying a modern humor to achieve a visually and strategically disruptive campaign that broke through the noise.

Each year, more and more brands turn to influencer marketing as the default tactic for connecting with audiences on social media, which creates a sea of sameness during peak retail seasons. Rather than add to the mix of marketing noise during the holidays of 2023, we decided to approach our marketing tactics with a fresh perspective—inspired by a very old perspective:

"Amasongs" is a throwback to the holiday variety shows popular in the 1950s and 60s—a time way before social media and glossy, curated social feeds. Back then, the lyrics were campy, the seems were seen, and everything was sung with a smile. Alongside all of the other holiday retail ads in 2023—featuring glossy photography, modern stylings, influencer partnerships, and lots of tinsel—our campaign was visually and strategically disruptive. Although seemingly dated, the campaign was completely fresh for TikTok users who loved it.

"Amasongs" is a throwback to holiday variety shows popular on TV in the 1950s and 60s. Back then lyrics were campy, the seams were seen, and everything was sung with a smile. Alongside today's social feeds—featuring glossy photography, modern stylings, and influencer partnerships—our campaign was completely disruptive. Each video was art directed and shot to look era specific, even using vintage camera rigs instead of downgrading the films in post. The set design, propping, wardrobe, and choreography were designed to feel so dated that viewers would ask if it was new or old. The only modern update was the lyrics which were very self-aware, (i.e. "No cap, it's giving deals that slay for real, for real") but sung with the same gusto as back then. All of this made the campaign stand out on social. Although seemingly dated, the campaign was completely fresh for today's social platforms.

Amasongs" ran on Amazon's social channels in paid and organic placements. It resulted in 694M impressions, helping raise Q4 Holiday sales by 14% from the previous year, and landing the company at $170B total sales—Amazon's highest holiday sales of all time. On Snapchat the campaign had a click-through rate 226% above average. The campaign garnered its own media coverage getting writeups in publications like AdAge and Little Black Book, leaving everybody singing along