Amazon advert is an emotional story about moving: “Moving Day”

The Amazon advert is titled “Moving Day” and focuses on the impact a move can have on young people.

Amazon’s advertising campaigns have developed a distinctive tone, making them unique and recognizable. One of the best examples was “Concrete Jungle”, which in just 30 seconds depicted the first few hours of a young woman moving into a new city apartment.

This time, another move serves as the starting point for the Amazon advert. Titled “Moving Day”, the campaign illustrates the impact of changing homes and neighborhoods on young people.

Amazon – Moving Day

“Moving Day” is the title of the Amazon advert in UK, created by the adam&eveDDB agency and directed by Frédéric Planchon. The campaign received a rating of 4.8 stars from System1, while its 15-second digital version became the first to achieve a perfect 5.9-star score on their Test Your Ad platform.

The advert follows a mother and her teenage son as they move to a new home, showing how leaving behind friends and familiar places can be challenging. They move from a city with a skatepark to a seaside house, where everything is sand, making it impossible for the boy to skate. Noticing his frustration, the mother finds a solution by purchasing a surfboard on Amazon, allowing him to enjoy the ocean right in front of their home.

The Amazon advert “Moving Day” is set to the song “Stay Alive” by José González, a track that was also featured in the famous film “The Secret Life of Walter Mitty”.

Andrew Tindall, Senior Vice President of Partnerships at System1, said: “The best digital creativity starts with a strong visual hook, something that captures attention. In Amazon’s case, the first thing that draws us in is the melodic music and breathtaking coastal landscapes, but it’s the simple yet powerful story of a mother and her son that keeps us engaged. Amazon has long set the gold standard for storytelling on television; now, they are also raising the bar in digital advertising.”

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