Clever Creative: A Prime Example

Posted Wednesday November 23^rd, 2016 by Caitlin Artigliere in Creativity + Art.

An Episcopal Priest and a Muslim Imam meet for tea … It sounds like the beginning to a joke, but it’s actually a touching scene from this week’s “Clever Creative” for Amazon Prime. This simple yet beautiful ad comes at a much needed time for everyone around the world. Although Amazon Prime has put out a few other wordless ads, this one’s powerful message sets it apart. The commercial also makes history in U.S. advertising, as it is the first time a Muslim cleric has been in an ad shown in America. Check out this heartwarming ad from Amazon that’s a prime example of love.

Why our GEMites liked this Clever Creative:

It seems like the idea of giving a person a gift “just because” has all but disappeared, but this ad brings back this act of goodwill, which is just one of the many reasons we love it. We also like the humor of the two religious figures unknowingly getting each other the same thoughtful gift. We think this little plug of comedy helps lighten up the ad, which may seem “preachy” without it. As we said before, times are currently tense all around the world, but an ad like this is exactly what the doctor ordered. Its timing is also perfect because the holidays are right around the corner, which means Amazon will surely be swamped with orders, and the ad will be used to convince people to become Prime members so they can enjoy the ease of one-click purchases, and two-day shipping. We love this ad because it’s uplifting, perfectly timed, and has a touch of humor. And, on top of all that, this ad made history in our industry!

Why our fellow creatives should like this:

Last week we talked about the importance of using real people in ads because it makes them more genuine. Well, another great example of why this works is this Amazon Prime commercial. In this week’s “Clever Creative,” the creatives at Amazon decided to use actual religious leaders to ensure an accurate and respectful execution of the ad. Knowing this makes the ad’s message of love and acceptance even stronger. So, our fellow creatives should like this ad because of its authenticity, not just because of the use of actual religious figures, but because the ad doesn’t feel like an ad. Amazon does a good job of making you feel like you were getting to peek into these two people’s lives, rather than watching a commercial that was pushing a product/service on you.

With a strong universal theme of love, a characteristic of authenticity, perfect timing, and overall goodwill, this historic ad shows us creatives a prime example of what advertising should look like.

Let us know what you think, and look out for next week’s installment of Clever Creatives!

If you’re looking for some clever creative of your own, feel free to contact us.

Clever Creative: A Prime Example

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