Johannes Leonardo created three films that play with characters that we're all familiar with
Amazon is tapping into popular entertainment genres to show the magic of voice in its latest wave of ads for Fire TV, ‘Watch What You Love.’ Amazon partnered with creative agency Johannes Leonardo on the creative executions for the campaign.
As Amazon Fire TV continues to highlight the power of voice to add ease to everyone’s viewing experience, ‘Watch What You Love’ puts the spotlight on the use of the Fire TV Cube and the Fire TV Stick. The campaign consists of three stories that demonstrate the use of FireTV’s Alexa voice control functions, through the lens of character tropes you’ve probably seen pop-up on your TV screens over the years. In addition to the traditional TV buy, the campaign will also include digital banners, digital video and social media executions.
The three creative executions in ‘Watch What You Love’ are ‘Less Buttons’ and ‘Zombie,’ which will roll out in the US, and ‘Dependable Dog’, which is slated for UK and Germany run. All three spots end with an iteration of the tagline ‘Watch What You Love’.
In ‘Less Buttons’, viewers are along for the ride as a nameless evil villain discovers the power of voice, alleviating the necessity of buttons for entertainment needs. The situation is reminiscent of many coffee tables across America that are cluttered with too many remotes. Unfortunately, when he picks up the wrong remote it results in some unexpected accidents.
In ‘Zombie’ the spot tells the story of a friendly undead fellow who's lost his arms, a dramatized version of being cozy under a blanket and not wanting to reach out for the remote. While you might not face the same struggles of losing an ear while watching, it is nice to know you can raise the volume without needing to lift a finger.
‘Dependable Dog’ is a story of how Lassie, America’s most beloved dog, is trying to get her owner’s attention to save a boy who’s stuck in a well. However, instead of Lassie’s owner understanding her effortlessly like in the ‘60s movies we’ve come to know and love, her owner thinks she’s asking about her new Fire TV Stick with voice control. In the end, Lassie saves the day as always, but only after they’ve watched her favorite show - The Secret Life of Pets.