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When Amazon ventured into uncharted territory by streaming the NFL's Thursday Night Football games we decided to promote the partnership by showing audiences what they would be seeing on the Amazon stream. Using live animals, flowing rivers and a real Texan we were able to make something that has never been seen before.
In 2017 Amazon made the aggressive move to become the official digital streaming service for the NFL's Thursday Night Football games. To make the most of this investment they charged us with creating a campaign that would generate interest and drive viewers to their broadcasts, under the Amazon Prime brand.
ESPN’s sports business journalist Darren Rovell declared our campaign to be “the best commercial theme in sports."