Amazon gives Aussies permission to ‘spend less on the ones they love’ in new Droga5 campaign

Amazon has launched a new campaign featuring comedian Steph Tisdell, encouraging Australians to spend less on loved ones while still showing affection. The campaign, created by Droga5 ANZ, includes various media formats and emphasizes great value on Amazon products.

The announcement:

BACKGROUND: Friends and family mean a lot. But doing all the things you love together can cost a lot – like, a lot a lot. That’s why Amazon is reminding Aussies they can spend less on the people (and pets) they love, thanks to Amazon’s great value on millions of products.

To help Aussies save, Amazon has teamed up with stand-up comedian, actor and author Steph Tisdell, who cheekily shows how she spends less on her mum, niece, friends and dog – without loving them any less.

Directed by Cannes Lions–winning comedy director Max Barden at Sweetshop and created by Droga5 ANZ, part of Accenture Song, the campaign comes to life across four 30-second spots following Steph as she saves money on her nearest and dearest. Steph also appears in ten bespoke social films, where she revels in spending less on everything from protein powder to party decorations.

The scripts were developed in close collaboration with Steph through a series of writers’ rooms, with plenty of on-the-spot ad-libbing so the ads were authentic to Steph’s style of humour and how she uses Amazon in her life – right down to casting a dog that looks eerily like her own border collie, Stevie. First Nations consultants YarnnUp were involved in shaping the campaign. Disability inclusion initiative Shift20 was also consulted during the script writing and casting process.

The campaign is supported by TV, cinema, broadcast video on demand, online video, out of home, social, along with radio which is also fronted by Steph.