"How"

3 July 2025

30s

Amazonian flexing.

Amazon, in the guise of their cloud computing services division AWS, takes the opportunity to have a flex in this ad boasting that they provide support to the likes of BMW, Epic Games and Formula 1. Communication like this is mainly aiming to reach over the heads of the public to capture the attention of corporations and companies so they can consider the possibility of using AWS.

It also has to capture the imagination of the wider public though, as the aforementioned corporations and companies are more likely to respond to a message that has broader appeal, so it's a bit of a tightrope walk.

Agency Hijinks and director Sam Brown have navigated this tricky path with some success, but it could do with being longer and with providing an example of a smaller company who use AWS, so the owners of SMEs don't feel that this is a service only provided to the beefiest of their rivals.

UK

IT Systems