ARCHIVEThe bank you want to recommend to yourself - BoursoBank | Clapboard Ad Archive
BoursoBank’s 2024 campaign The bank you want to recommend to yourself, crafted by Buzzman, marks a...
Amazon Ads Makes Media Magic With a Full-Funnel 2025 Push
Amazon Ads launched Make Media Magic on May 19, 2025, in the United States and Canada — a full-funnel advertising campaign developed with Anomaly New York that uses emotional storytelling to position Amazon Ads not merely as a powerful media platform but as a creatively inspiring one, speaking directly to marketers who feel the industry has lost its spark.
The campaign centres on a 65-second hero film featuring a seasoned marketer who has spent years buying and selling media, only to find herself uninspired by the sameness of available solutions. When she discovers Amazon Ads, her campaign takes flight across a full-funnel canvas spanning Amazon's owned properties and the open web, building momentum placement by placement until she rediscovers what made media exciting in the first place. The narrative is delivered entirely in rhyme, a formal choice that signals creative ambition from the outset and distinguishes the work from the functional, feature-led advertising that typically characterises B2B media campaigns in the eCommerce and retail services category.
Accompanying the hero film are a 30-second spot and three 15-second executions, each focusing on a distinct pillar of Amazon Ads' proposition: premium third-party ad supply, access to trillions of audience signals, and its full-funnel capabilities. The campaign deployed across digital video, high-impact display, social media, Amazon Ads Streaming TV, and online video, ensuring the message reached marketers across every screen and environment they inhabit professionally. An international rollout followed on June 2, 2025, extending Make Media Magic into the United Kingdom, Germany, Italy, Brazil, Australia, Spain, and France — establishing the campaign as a genuinely multinational effort anchored in the United States. Make Media Magic carries a Clapboard Score of 63 out of 100.
Amazon Ads identified a specific, qualitative tension at the heart of modern media planning. Experienced marketers, the platform's primary audience for a B2B campaign of this nature, have reviewed enough media plans to feel genuine fatigue with solutions that promise differentiation but ultimately deliver sameness. Make Media Magic is built on that audience truth, using it as an emotional entry point rather than leading with the scale and technical sophistication that most competitors emphasise.
In the United States, the retail media advertising landscape is intensely competitive. Global retail-media advertising is estimated at between $140 billion and $177.7 billion in 2025, growing between 13.7 and 14.8 percent year over year, according to Mordor Intelligence and DataIntelo. Amazon holds approximately 25 percent of global retail-media spend, according to those same sources, a position that makes the platform the dominant force in the category but also one that risks being perceived as an established incumbent rather than a source of creative possibility. Walmart Connect, Amazon's most direct retail-media competitor in the US market, is estimated to generate approximately $4.8 billion in advertising revenue in 2025, up 27 percent year over year according to DataIntelo — a growth rate that signals genuine competitive pressure. Target Roundel, another significant competitor in the United States, is estimated at approximately $649 million in 2025 revenue, according to DataIntelo.
Against this backdrop, Make Media Magic makes a strategic choice that distinguishes it from the category norm. Rather than competing on reach statistics or optimisation claims — the language Walmart Connect and Target Roundel also deploy — Amazon Ads invests in an emotional narrative that positions the platform as the antidote to creative stagnation. As MediaPost reported in its May 28, 2025 coverage, the campaign frames Amazon Ads as creatively inspiring rather than merely powerful, a positioning shift that is particularly significant given the platform's existing dominance and the risk that dominance can read as complacency.
Anomaly New York led the creative development of Make Media Magic, with Dan Shapiro serving as Group Creative Director. The decision to structure the 65-second hero film as a rhyming narrative is not a stylistic affectation — it is a deliberate craft signal, telling the audience immediately that what follows will not follow the conventions of B2B advertising in the eCommerce or retail services space.
Production was handled by Magna Studios, Los Angeles, with directing duo Julien and Quentin at the helm. The choice of a directing pair known for visually kinetic, character-driven work is consistent with the campaign's ambition to make full-funnel advertising feel alive rather than diagrammatic. Nick Fuller served as Executive Producer, Clark Farrell as Director of Production, and Davud Karbassioun as President on the production side. Post-production brought its own roster of specialists: Trim handled editing, with Paul Hardcastle as Editor and Pia Ebrill as Post Producer. Kevin Vu edited the four 15-second cutdowns, ensuring the shorter executions retained the energy and coherence of the hero film rather than reading as truncated versions of it. Mike Facey served as VFX Producer, and Cosmo Street contributed to the post-production pipeline, according to credits documented by shots magazine and Clapboard.
The visual logic of the campaign mirrors its narrative logic. As the protagonist's media plan spreads across Amazon Ads' canvas — digital video, high-impact display, social media, Streaming TV — the production reflects that expansion, building in scale and colour as her confidence returns. The three 15-second spots operate as focused arguments: one for premium third-party ad supply, one for the platform's audience signal depth, and one for the breadth of its full-funnel capabilities. Each is self-contained enough to function independently in a social media or digital video environment while also reinforcing the emotional arc established in the 65-second film. The integrated creative system reflects a campaign engineered for the realities of how marketers actually encounter media in 2025 — across fragmented screens and platforms, rarely in sequence.
Amazon Ads reported advertising revenue of $17.3 billion in Q4 2024, according to the company's own financial disclosures, with full-year 2025 revenue estimates ranging between $56 billion and $68.6 billion according to Mordor Intelligence and Grand View Research — figures that establish the platform's commercial context but predate the Make Media Magic campaign launch in May 2025. No verified campaign-specific performance data for Make Media Magic is publicly available at the time of writing.
What the campaign's structure does communicate is a sophisticated understanding of how B2B advertising earns attention in the eCommerce and retail services category. The decision to anchor the work in an emotional insight — marketer fatigue — rather than a product feature means the campaign has a natural mechanism for memorability that purely functional advertising lacks. The rhyming narrative format of the 65-second hero film creates a distinctive audio-visual signature that aids recall across digital video and social media environments, where marketers encounter dozens of competing messages daily.
The multinational rollout architecture — United States and Canada first, followed by the United Kingdom, Germany, Italy, Brazil, Australia, Spain, and France — also signals a level of strategic investment consistent with a platform seeking to consolidate its estimated 25 percent share of global retail-media spend, according to DataIntelo, rather than simply defending existing territory in the US market. The Clapboard Score of 63 out of 100 reflects a campaign that executes its emotional premise with craft and clarity, while noting that the B2B audience's response to rhyme-driven storytelling at scale remains an open question until verified engagement data becomes available.
Make Media Magic is a 2025 full-funnel advertising campaign created by Anomaly New York for Amazon Ads. It launched in the United States and Canada on May 19, 2025, and centres on a 65-second hero film featuring a seasoned marketer who rediscovers creative excitement through Amazon Ads' media planning tools and audience signal capabilities.
Anomaly New York created Make Media Magic for Amazon Ads. Dan Shapiro served as Group Creative Director. Magna Studios, Los Angeles handled production, with directing duo Julien and Quentin leading the shoot. Nick Fuller was Executive Producer and Paul Hardcastle edited the hero film, with Trim as the editing company.
Make Media Magic launched in the United States and Canada on May 19, 2025. An international rollout followed on June 2, 2025, extending the campaign into the United Kingdom, Germany, Italy, Brazil, Australia, Spain, and France, making it a multinational campaign anchored in the US market.
Make Media Magic ran across digital video, high-impact display, social media, Amazon Ads Streaming TV, and online video. The campaign comprised a 65-second hero film, a 30-second spot, and three 15-second executions each highlighting a distinct Amazon Ads feature: premium third-party supply, audience signals, and full-funnel capabilities.
Make Media Magic follows Media Envy, Amazon Ads' 2024 B2B film built around the emotional language of competitive envy among marketers. Make Media Magic extends that emotional strategy, shifting from envy to reinvigoration, and scales the creative ambition with a rhyming narrative format and a broader multinational rollout, according to MediaPost.
Make Media Magic received a Clapboard Score of 63 out of 100. The score reflects the campaign's strong emotional premise and craft execution across digital video and social media, while acknowledging that verified audience engagement data from the 2025 US and international rollout has not yet entered the public domain.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
