Amazon Prime Video ad film: Too contrived to convince one to subscribe

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Updated: Feb 28, 2017 2:29 PM

Amazon Prime Video’s ad film looks too contrived to convince one to subscribe to the service.

Amazon Prime Video, primetime, new technology, Digital savvy content lovers, digital content, movies and TV shows, OTT playersAmazon Prime Video’s ad film looks too contrived to convince one to subscribe to the service.

The Ad
The film features comical swipes exchanged between a young couple when it comes to watching their favourite/latest movies and TV shows on Amazon Prime Video, redefining what constitutes ‘primetime’. On watching a latest movie together, they soon discover that each of them has already seen it earlier on Prime Video, the implication being that the content was so tempting it couldn’t be placed on the backburner for a watch together.

Target Audience
Digital savvy content lovers, pan-India.

Business Objective
To deliver latest and exclusive movies and TV shows, kids programming and award-winning Amazon Originals on a reliable digital video service to customers. This campaign helps communicate what Amazon Prime Video has to offer.

The Appeal

The narratives are created around the couple’s content watching behaviour, making it relatable for anyone who loves to watch movies and shows. The video talks about the couple wanting to watch ‘latest’ movies online together hence, being informative about what the new video-on-demand (VOD) service has to offer to its viewers. However, it is to be noted that other OTT services boast of having the latest titles as well.

Competitive Edge
With the launch of its Prime Video service, Amazon claims it is ready to redefine content consumption in India. For the campaign, it gathered insights stemming from everyday fun, tongue-in-cheek moments focussing on the word ‘latest’ to showcase that the best content selection is at your fingertips. The product features are designed to make the viewer move beyond the limits of traditional media and change the consumption pattern. Also, the legacy of Prime Video internationally is an edge over local OTT players.

Tone of Voice

Late last year, Prime Video, the VOD service by Amazon was launched with the promise of redefining the way Indians consume content on-the-go. Now, it has launched an ad taking forward the thought that no one is restricted to appointment viewing anymore. Viewers can now opt for shows of their liking at a time convenient to them. They can make anytime, primetime, in a sense.

Having said that, the film doesn’t do much for promoting the app. The couple tries to be funny but fails—the script looks too contrived, and perhaps one would not be tempted to go on and subscribe to the service. ‘Latest’ is the operative word in the film but a more spontaneous, funnier script could have conveyed the message better.

Rating: 5/10

Agency: Leo Burnett India
Brand: Amazon Prime Video
Campaign: India ka Naya Primetime
Production House: Chrome Pictures

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