Amazon is leaning additional into the comedy of distinction for the vacation season, enlisting two-time Academy Award nominee Benedict Cumberbatch to ship dramatic readings of its most absurd buyer critiques for the second chapter of its “5 Star Theater” marketing campaign.
The brand new adverts mirror the format that drove buzz in final yr’s debut that includes actor Adam Driver. Cumberbatch, sitting in a leather-based armchair beside a flickering hearth and Christmas tree and surrounded by Amazon containers, performs actual five-star critiques as if it’s a one-man present.
The humor comes from the juxtaposition between Cumberbatch’s gravitas and the textual content itself, which was curated utilizing inside AI instruments to seek out probably the most oddly particular critiques on the platform.
Standout strains embrace a heartfelt ode to a Bissell transportable carpet cleaner that cleaned the mess after a household’s meals poisoning catastrophe, and a testimonial praising a boyfriend-shaped pillow for being the perfect cuddle companion that doesn’t snore or fart.
The marketing campaign was produced in-house and directed by Mike Diva of Lord Hazard.
Adverts will seem throughout Snapchat, TikTok, YouTube, and streaming platforms together with Disney+/Hulu and Paramount by way of Dec. 22. The marketing campaign may even obtain high-profile placements throughout Thursday Night time Soccer on Nov. 13, the Black Friday NFL recreation on Nov. 28, and The Tonight Present Starring Jimmy Fallon, in addition to partnerships with podcasts together with Not Gonna Lie with Kylie Kelce and A Verry Merry Iconic Podcast with Danny Pellegrino and Jenna Brister.
“5 Star Theater” is a part of Amazon’s broader “Each Factor for Each Vacation” platform, which additionally brings again its standard 2023 vacation advert “Pleasure Journey.”
Extra inventive this season highlights the breadth of Amazon’s reward choices. In “Your Previous Room,” a younger lady returns dwelling for the vacations and discovers her dad has turned her previous room right into a health club, which evokes her to get him much less revealing exercise garments.
