Facing the challenge of moving beyond our traditional 'slice of life' advertising, which emphasised Amazon's 'low prices' and 'value,' we sought a new approach to deepen our connection with customers; the solution was introducing an 'inner-monologue' style in our campaigns, a fresh, repeatable filmic construct crafted by filmmaker Cloé Bailly, which brought humor and visual appeal, enhancing memorability across the European Union and successfully launching products like the Spray Mop in EU5, the Marching Band in France, and the Football Kit and Magnifying Glass in EU13.