The day other e-commerce sites and brick-and-mortar stores have been fearing is here: Amazon.com is debuting its first TV ad campaign to support its fast-growing fashion category.
WWD reports that according to Cathy Beaudoin, president of Amazon Fashion, the e-tailer wants to use the TV ads to "create greater awareness" that Amazon.com is a destination for all things fashion, including editorial content, point of view and a wide range of brands. The overall campaign will span TV, print, outdoor, online display and social platforms and ties back to a "really immersive site experience."
"Because we know our customers are everywhere, consuming media across the board - online, media, print, TV or even two or three at once - we want to be where they are," Beaudoin said, adding that the same dresses are featured on the site, in print ads and on the 30-second TV spot.
Amazon Fashion's creative director, Dennis Leggett, worked with the commercial's director Peggy Sirota, to create the ad which will air in select markets during prime-time programming.
"It's not a traditional storyline where you start at [point] A and end at [point] B. It's a series of vignettes, and we made sure the brand came through. Because we haven't been on TV before, a main goal was to make sure the customer knew it was from Amazon," Leggett told WWD, adding that this was achieved by spelling out the letters throughout the spot, whether the models skated or hula-hooped through them.