A Priest and Imam…

Post-election results have produced a wide range of emotions, whether positive or negative, regardless individuals and organizations have made their voice be heard on where they stand. Immediately after it was apparent that Trump had won the 2016 Presidency, my Facebook and Twitter became flooded with their personal opinions and feelings, most negative, hopeless, and distraught. The posts that were the hardest to read where those full of negativity and hate, rather than taking this tough outcome as a time to come together and work as a unit instead of against each other.

With Trump making his views on Muslims apparent by calling for “a total and complete shutdown of Muslims entering the United States until our countries representatives can figure out what is going on” (Reisinger, 2016). This statement caused a world of chaos and backlash from both sides, including Secretary of State Hilary Clinton and former Florida Governor Jeb Bush. President-elect Trump and his supporters went on to be “criticized during the campaign for espousing rhetoric interpreted as anti-Muslim” (Reisinger, 2016).

In recent weeks, Amazon released an online advertisement for Amazon Prime that included a Priest and Imam sharing tea together as friends, and concluding with sending each other the same gift. They used this online marketing to “deliver promotional marketing messages to consumers” (Wikipedia, 2016). In addition to promoting Amazon Prime, Amazon wanted to communicate that “We are people first” (Goldman, 2016). Yes,we are all human, but must “embrace the things that make us different, but we’re all very much the same” (Goldman, 2016). With this advertisement being released a couple of weeks after the election can make it appear to be a political movement, but Amazon spokeswoman, Julie Law, says there was none, “This advertisement was produced and booked to appear on TV before the election result was known, so this certainly isn’t a reaction to that” (Goldman, 2016). She goes on to say that this was filmed prior to election results.

Right after the release of the advertisement, Amazon CEO, Jeff Bezos, made a public statement by tweeting the video and how “proud” he was of his advertising team for creating it.

Will there be more organizations to release similar advertisements? While watching the video, it hit a soft spot and was happy to see a positive outcome from post-election results.

References:

Goldman, D. (2016). Is Amazon going after Trump with its new ad. CNNTech. Retrieved from http://money.cnn.com/2016/11/18/technology/amazon-ad-priest-imam/

Reisinger, D. (2016). Watch the Amazon ad that tries to heal America. Fortune. Retrieved from http://fortune.com/2016/11/18/amazon-ad-priest-imam/

Steinberg, B. (2009). The future of tv. Advertising Age. (Nov 30). Retrieved from http://adage.com/article/mediaworks/future-tv/140751/

Wikipedia page on online advertising (click and read the links on specific types of online advertising.) Retrieved from http://en.wikipedia.org/wiki/Online_advertising

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6 Responses to A Priest and Imam…

  1. Kristina says:

    That’s a great commercial. The timing of it is interesting, but appropriate regardless of the election. It’s great to see when companies market according to current events as it is easier for the audience to relate and connect on an emotional level.

  2. Mona says:

    The Amazon ad commercial has been circulating via social media recently and as of two days ago I saw the commercial and was very touched by it. In a time of political chaos and hate this commercial reveals how people of all different races and religions can come together and does not have to be only during the holidays.
    I find this advertisement to be very powerful and provides an emotional appeal for the audience.

    Thanks for sharing this beautiful post.
    Mona Salama

  3. Dawn says:

    Hi Lilia,

    Thanks for sharing the commercial – I hadn’t seen it and enjoyed watching it. What strikes me most about the spot is its humanity and simplicity. No words were needed – simple, kind deeds told the story and reminded us that we are all human.

  4. Kiley says:

    Great post, Lilia!

    I saw this commercial linked to a social media post recently and thought it was great! I love how Amazon was able to tie the ad to the election without making it all about the election. It’s wonderful when companies use current events in their marketing efforts. This message is even more powerful with the holiday season upon us. Thanks for discussing this piece, it’s one of my favorites of the year!

  5. Hibah says:

    Lilia,
    This has got to be one of my favorite commercials. Although it wasn’t planned, the timing was perfect. Amazon was able to create that emotional connection between the customers and the brand. To me, this commercial means that Amazon can bring people together, regardless of age, religion, gender, etc. No matter the person or personality, there is something for everyone on Amazon, and you can use it to show you care. They were successfully able to leverage current events to showcase their brand in a positive light.

    Hibah

  6. Alyssa says:

    Lilia,

    What a great feel good commercial. Thank you for sharing it definitely put a smile on my face.