Avid Picks: Amazon Knows Emotion Works in Branding


Emotion vs. Function: How Amazon made its game changing super bowl ad

Summary of Article

Since airing on February 7, #BaldwinBowl the amazon commercial that touted the amazon Echo and the built-in Alexa featuring Alec Baldwin, Dan Marino, Missy Elliott and Jason Schwartzman has been viewed more than 18 million times on Youtube. The ad’s success shows the company’s commitment to building emotional connections in order to compete with Apple and Google.

For Andy Donkin, head of Mass Marketing at Amazon, it is about moving from being a functional brand to an emotional brand. Focusing on emotional benefits creates stronger communication and persuasion for brands. “There is a place for both functional and emotional advertising within your portfolio,” said Donkin summarizing his team’s approach.

Following the game, Amazon also released additional #BaldwinBowl videos showing a narrative costumers could follow and it seems more people have become aware of the multi-functional gadget featured in the commercial; the virtual assistant microphone Echo has gotten a lift following the ad, climbing as high as the No. 2 spot on Amazon’s list of electronics best sellers.

Our Take

The average Super Bowl ad cost average is now about $5 million for 30 seconds of air time; that’s a serious blow to the advertising budget. A funny and/or memorable Super Bowl commercial is a waste of time and money if it does not stimulate sales.

Super Bowl ads are designed to resonate with the target market. These ads communicate more than just the product; trust, loyalty and commitment are key components between the company and its consumer/viewer. While marketers often talk of customer acquisition, engagement and retention, the Seattle-based company is determined to drive long-term customer loyalty through an emotional connection to the brand.

BaldwinBowl involved months of preparation and planning and it shows how far Amazon has come since its days as an e-tailer competing with the likes of Walmart; with 44 percent of all web shoppers going directly to Amazon for product searches the emphasis on emotional connection and loyalty is already paying off.


Avid Picks are articles that caught our attention over the last week.  We provide a summary and our key takeaways.  


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