Amazon - Saving Sawyer Campaign
Pet Owners: People who have a strong bond with their pets and can relate to the emotional aspect of the story.
Families: Viewers who experienced separation or challenges during the pandemic and can connect with the campaign’s theme of support and connection.
Amazon Users: Customers who are familiar with Amazon’s products and services.
General Audience: Super Bowl viewers who appreciate emotional and heartwarming ads.
Core Theme of the Campaign -
The campaign stands out for its emotional depth and relatability. It creatively uses a beloved pet to convey the broader theme of connection and support. By focusing on a pet’s perspective, it offers a fresh and engaging way to highlight the human aspects of technology and service.
About the
Campaign -
The Amazon "Saving Sawyer" campaign, aired during Super Bowl LVII (2023), tells a heartwarming story about a family's dog, Sawyer, and how Amazon’s products helped them stay connected during the pandemic. The ad focuses on the emotional bond between the family and their pet and how Amazon’s services played a role in supporting them through challenging times.
Formula applied by the Campaign to elicit customer action -
The main highlight is the touching narrative of Sawyer the dog, who, despite being separated from his family due to the pandemic, finds comfort and joy through Amazon’s services. The campaign captures the emotional impact of technology in maintaining connections and supporting families during tough times.
A Look at the Campaign
Emotional Storytelling: The ad uses a touching story of a family’s dog to convey the impact of Amazon’s services.
Pandemic Theme: Highlights the role of technology in maintaining connections during the pandemic.
Relatable Content: Focuses on the universal experience of dealing with separation and finding support through technology.
Super Bowl Exposure: Utilizes the high-profile Super Bowl spot to reach a broad audience.
Pet Connection: Features a beloved pet, making the story more engaging and relatable.
Creative Approach: Offers a unique perspective by focusing on a pet’s experience rather than just human characters.
Supportive Role: Showcases how Amazon’s services can enhance life and support people during difficult times.