We wanted to communicate that online shopping is every bit as traditional as holiday cookies,' Jaleh Bisharat says. This is the first holiday season where there's a massive influx of people onto the Internet. Online shopping is a new traditional thing to do. Despite the all- male chorus, Bisharat says the target audience is female.
Women really broker the gift giving, offline and now online.
Some ad critics have complained that many of those quick-cut, wacky ads are starting to blend together in consumers' minds. We needed to break through in a way that doesn't shock you, but that's distinctive and inviting. At a time when name awareness is important, Amazon plasters its message all over its commercials. But it fits the theme of the time. The chorus in the ads is comprised of actors and professional singers.