Dive Brief:
- Amazon has introduced a 60-second ad pitching free trials of its Prime two-day delivery service starring a miniature horse who has trouble making friends.
- In the ad, the lonely horse’s human solves the problem by ordering fast delivery of a pet-friendly door flap that allows it to enter and exit the house.
- Produced by London agency Joint, the humorous/poignant “Lonely Horse” spot is scored with Sonny & Cher’s 1967 hit, “Little Man.”
Dive Insight:
Amazon is pitching Prime membership as a fast solution to any number of problems, including making tiny horses feel welcome in one’s home. A 60-second spot promoting Prime membership from London-based Joint features a miniature horse who is shunned by his new pasture mates. Upon seeing the little horse’s anguish, his keeper orders a pet door via Prime (with one-click ordering, no less)—and 48 hours later, he’s inside getting petted.
There’s nothing like an adorable animal when it comes to selling a product, and while few Prime users may need a pet door for a miniature horse, the spot communicates solutions, speed, and Amazon’s ability to reach remote and/or rural locations throughout the country. A recent estimate indicates that Amazon has more than 44 million Prime customers in the United States—or about one in every eight Americans.
