In this campaign, the main idea was to leverage Amazon’s ubiquitous shopping cart graphic and make it the hero of the spot. As the Producer on the job, I was posed with the unique challenge of how to give a shopping cart life on camera.
In the first of a series of spots, Cart Journey, the narrative takes the viewer on the cart’s journey from a grocery store to a home seemingly unassisted – and reveals in the end that Amazon is the force driving the cart. My goal was to make the viewers re-examine their relationship to Amazon and create a connection suggesting that if your family ever needs grocery items delivered quickly and conveniently, no one is more dependable than Amazon. I re-explored and re-established the same connection in a series of subsequent commercials for the Subscribe and Save program for PBS.