Amazon’s Shows Make You a Bolder, Tougher, Sexier Person in First Campaign From Droga5

'Great shows stay with you,' says Prime Video

Tired of getting pushed around at work and on your commute? Maybe watch Vikings on Amazon Prime. Droga5
Headshot of David Griner

Whether you’re looking to stand up to your overbearing mother, get the respect you deserve at work or just spend a lot more time furiously making out in public, Amazon’s Prime Video says it can help.

In the streaming service’s first work from Droga5 London since the agency won the account earlier this year, we see normal workaday types undergoing gradual transformations as they make their way through seasons of hit Prime Video shows.

Vikings, for example, teaches an office worker to push back against the manspreaders, pen stealers and line cutters in her life, eventually becoming so emboldened she issues a primal scream worthy of the shieldmaiden Lagertha—because, hey, that coffee isn’t going to make itself, Gary.

A mild-mannered dad picking up after his kids stumbles across Tom Clancy’s Jack Ryan, which slowly turns him into a highly attuned man of action with the honed skills and situational awareness needed to handle extreme acts of precision.

Sexy time-travel drama Outlander, meanwhile, rekindles a couple’s wilted romance into a lust-driven inferno that burns with the heat of a million embarrassed passersby.

Similarly, Lucifer inspires a young man living with his controlling mother to indulge his appetite for the forbidden fruits of black clothing and (gasp) closing his door when a girl is in the room.

The goal of the campaign is to get away from the highlight-reel tropes of how many services hype their content and focus instead on the emotional, lasting impact our favorite shows can have on us, says Droga5 London Chief Creative Officer David Kolbusz.

“As one of the biggest distributors of content, it would be easy for a brand like Amazon to get caught up in the game of marketing one-upmanship around breadth and volume of films and TV shows,” Kolbusz tells Adweek. “But the world doesn’t need another sizzle reel. It’s a credit to their understanding of why people watch that they invested in a campaign that strays from the category norm and delves into the psychology of viewership.”

The spots will on the air in the U.K. and Germany, and also online.


Chief Creative Officer: David Kolbusz
Art Directors: Dave Wigglesworth, Frazer Price
Copywriters: Ed Redgrave, Teddy Souter
Group Account Director: Heather Cuss
Strategy Director: Tim Whirledge
Agency Producers: Peter Montgomery, Goldie Robbens
Production Company: Somesuch & Co
Director: Steve Rogers
Executive Producer: Seth Wilson
Producer: Jane Lloyd
Production Manager: Alex Yiaxis
DOP: Daniel Landin
Production Designer: Kave Quinn
Costume: Rosa Dias
Hair and Makeup: Lou Hinton
Edit: The Quarry
Editors: Jonnie Scarlett, Jack Ryan and Outlander
Scot Crane, Vikings and Lucifer
Producer: Jenn Sanders
Postproduction: Electric Theatre Collective
2-D Artists: Matt Jackson, Omar Akari, Ally Burnett, Alex Grey, Christian Blok, Ant Walsham and Judy Roberts
Producers: Jon Purton, Jess Easton
Postproduction: MPC
Colorists: Jean-Clement Soret, Matthieu Toullet
Color Producer: Ellora Chowdhury
Sound: 750mph
Sound Design and Mix: Sam Ashwell, Sam Robson
Producer: Mary-Ann D’Cruz
Music Supervision Hywel Evans
Music Composition Woodwork Music – Jack Ryan & Lucifer
Composer: Philip Kay
Music Composition: Wake The Town – Outlander
Composers: Ben McAvoy, Will Featherby
Media planning/buying: Initiative

The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."