As folks across the industry well know, great advertising takes months of strategizing, briefing, creating, and planning – thousands of hours of hard work that, unfortunately, can often be let down by a less than hard-working media placement. Celebrating the time, effort, and energy that goes into bringing an advertising and media campaign to life, Amazon Ads has enlisted Anomaly to develop and launch a new global brand platform “Ads That Work as Hard as You Do,” marking a new positioning for the brand. Debuting on the heels of an OOH activation at Cannes Lions, a 30-second global spot, viewable here, lies at the heart of the effort. It portrays the development of a campaign for fictional beverage brand ‘Cheri’, showing the hours of strategizing and development that goes into an ad campaign, only for it to run on a billboard that’s blocked by a tree, behind a busy freeway. The video closes out with the text: “All that, for this?” By ending with the image of the obscured billboard, the campaign drives home the message that Amazon Ads offers thousands of alternative premium media placements across integrated platforms, with measurement and analytics tools that make sure your media buy is worthy of all the hard work that goes into creating your campaign. It underscores Amazon Ads’ understanding of the hard work that goes into advertising, positioning it as on par with that of any brand or agency. The work is a lighthearted and self-aware look at what can happen when, despite the stars aligning to bring together strong media, strategy and creative partners, a campaign still ends up in a bad media placement. Moreover, it celebrates the engine that powers the advertising industry day in and day out: its people. Accompanied by three 15-second ads, the campaign is live in France, Italy, Germany, Spain, UK and Canada, and features online video, social media, digital display, and digital audio executions.