Cannes Lions
AMAZON, Seattle / AMAZON / 2022
Overview
Entries
Credits
Execution
The deliberate cinematic look and feel, and earnest performances of the cast were designed to dramatize and heighten emotional weight of each scene, while setting up the audience for a comical rug-pull once the brand entered the scene.
The choice to have the actors “play it straight” and commit to the characters, dramatic scene and genuine emotions that would occur during a real “safe-sex talk” created a distinctly self-aware comedic tone that naturally allowed the brand’s core saving message to be the catalyst for comedy/entertainment.
The director’s aim was to tell the story of a valuable (retail) lesson with the same importance and gravitas as actual life lessons.
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