Amazon’s ad ranks in the top 7% of all ads this month, according to the latest The Works study.
Cinema advertising is an engaging form of advertising, often commanding the attention of a positive audience.
Indeed, more than three in five (62%) cinemagoers say they “like to get there in good time to see ads and trailers”, according to research from DCM and Burst Your Bubble. Meanwhile, Kantar’s 2024 Media Reactions report ranks cinema as the most positively received advertising channel among consumers.
Amazon’s cinema ad ‘Moving Day’ uses the channel to “powerfully evoke emotions”, placing it in the top 3% of all UK ads for emotive power and the top 7% overall, according to Kantar’s latest edition of ‘The Works’.
Meanwhile, the ad falls in the top 1% of ads for positive gender portrayal and top 1% for a modern and progressive portrayal of society.
The study, which is produced in association with Marketing Week and the Advertising Association’s Trust Working Group, asks 750 consumers to give their thoughts on the top ads over the period. It also tracks the facial expressions and eye movements of those viewing the ad.
The ad follows a mother and son as they move from the city to the coast, navigating change and new beginnings. To lift her son’s spirits, the mother orders a skimboard from Amazon to replace his skateboard.
The “look and feel” of the ad make it particularly suitable for the cinema environment, according to Kantar’s head of creative excellence, Lynne Deason, with 95% of people feeling it’s suitable for cinema.
Making people “feel something” is “fundamental” to advertising effectiveness, says Deason, however, emotion alone is “rarely enough”.
“Advertising needs to make a powerful connection to the brand easy for the audience. Moving Day achieves this very effectively with branding landing in the top 21% of all ads,” she says.
Facial coding technology shows a shift in emotion when the mum shops on Amazon, with smiles becoming more prominent. Eye-tracking data also reveals that the Amazon logo catches viewers’ attention at key moments.
Kantar’s analysis places Moving Day in the top 3% of ads for branding effectiveness, with strong consumer recognition of Amazon’s role in the storyline. Branding is supported by the ad aligning with what people think and feel about Amazon (top 8%).
It also lands in the top 1% of all ads for reminding people of the “good things” about the brand. Additionally, the information the brand conveys feels credible (top 4%), relevant (top 7%) and different (top 8%).
The soundtrack plays a crucial role in shaping the emotional arc of the story. Ranked in the top 13% for enjoyment, the music enhances the connection between the characters and the narrative.
“Sticking with a consistent brand platform or big creative idea can massively elevate the effectiveness of advertising,” explains Deason, noting Moving Day builds on previous Amazon ads, such as ‘Midnight Opus’ at Christmas.
“These ads highlight Amazon’s broad range of goods, beyond what you might typically expect or use the service for, building a consistent brand image and personality.”
