What do the NFL, James Bond, HBO’s Game of Thrones and Succession, Warner Bros.’ Barbie, AMC’s The Walking Dead: Daryl Dixon and Paramount’s Yellowstone have in common?
They are all featured in a new marketing campaign from Amazon’s Prime Video platform.
Prime Video is using its kickoff Thursday Night Football game tonight to launch the campaign, the first one to highlight its role as an original content provider but also as an aggregator of streaming services and content from the likes of Max, Paramount+ and AMC+.
The campaign is kicking off with the 60-second commercial, which features Prime Video’s new tagline “Find Your Happy Place.”
“One app. One password. Prime Video. Find your happy place,” the voiceover says, as clips from Amazon original shows like The Boys and The Marvelous Mrs. Maisel play alongside films and TV shows like Barbie, Spider Man: Across the Spider-Verse, House of the Dragon and 1923 play.
The campaign will also include digital and social elements (including influencer collaborations), as well as billboards and a Times Square takeover.
While Prime Video has a full slate of original programming, including sports, movies and scripted shows, Amazon is also also among the biggest platforms to rent and buy TV shows and movies, and its Prime Video Channels service is a major seller of subscriptions to services like Paramount+, AMC+ and Max.
The new campaign is meant to highlight all that breadth, not just the Prime Video exclusives.