The Campaign

To suggest a new value of shopping in Japan and increase user of Amazon's own service, Amazon Prime.

Creative Execution

We made a TVC and online movie, featuring a couple that gained a new family member. It shows the relationship of the baby and a pet dog, who starts to feel isolated. With the couple being busy taking care of the baby, and the baby being scared of the dog, the dog is left alone out of the family. What the father bought, when he saw the situation, was a lion’s mane. This was an idea he came up with when he saw the baby’s favorite stuffed lion, but… Then comes the tense moment when they see how the baby reacts to it.

This emotional TVC gained great popularity in Japan, and ranked number 1 in all categories of TVC reputation survey, CMindex. The film spread worldwide, producing a lot of reaction, such as recording 33 million views on America’s popular video site.

To make a heartwarming movie that would appeal to everyone. By capturing the trouble that every family would go through, we convey the message that Amazon Prime helps solve little problems that occur in our everyday life with its wide range of service.