Amazon Breathes Life Into Real, Glowing Customer Reviews And Turns Them Into Ads

Customer reviews can be extremely handy when determining if the product you are about to buy is trustworthy. Sometimes they can be informative; other times, they might be from some troll; and in some instances, they can be so good they get turned into advertisements for the company.
 
Amazon, along with director Gary Freedman and creative advertising agency 72andSunny, has picked out some of the more glowing reviews on the site and used them as inspiration for campaign spots.
 
One of the videos shows a pregnant mother who bought a tent to give her two young sons their own space in a shared room. Her actual review, which was used in the shot, stated: “Bought a tent for their beds… Gave them a new world.”

 Another spot looks at a young man who bought a horse mask and wore it daily. While some might ask why someone would purchase such a thing, he asks, why not? “I get asked, ‘Why do you have that?’ I simply reply… ‘Why don’t you?’” 
 
Per The Drum, Matt Murphy, 72andSunny’s chief creative officer, noted that the spots delved into honest customer reviews and looked at what the company means to people. The advertisements show that not only does Amazon provide easy access to anything you’re looking for, but in doing so, it also fulfills certain needs in one’s life.
 
So, review away! Who knows, maybe one day, your horse mask-buying habits could get you your own advertisement.

 
[via The Drum and LBB Online, screenshots via Amazon]