The campaign also features a 60-second co-branded ad directed by JOJX director Madeline Clayton, which stars a young boy and his dog—inspired by Superman and his own dog Krypto—learning how small acts of kindness can make a big difference in people’s daily lives. The duo do everything from assisting family and neighbors with tasks like putting away groceries, gardening, and taking out the trash.
The spot will appear on Prime Video ads, a custom brand store page on Amazon, and in social media posts.
“This campaign embodies what happens when creativity meets innovation across Amazon’s unique canvas,” Alexys Coronel, head of U.S. entertainment, media and telecommunications, Amazon Ads, told ADWEEK. “We’ve created multiple touchpoints that bring Superman’s inspiring message to life in meaningful ways.”
Dana Nussbaum, evp of worldwide marketing and consumer products liaison at Warner Bros. Pictures, added that the studio was eager to work with Amazon on the “Summer of Superman” to embody the “superhero’s innate goodness and enduring belief in the hero in us all.”
“We wanted to explore new ways to connect with our global audience, and could not have better partners than Amazon Ads and the breadth of engagement opportunities that Amazon delivers, while keeping our audience front and center in the branded consumer experience,” Nussbaum said.