• by Fern Siegel , July 19, 2024

Everyone needs organization — even 17th-century pirates.

That's the premise behind Amazon's Smart Business Buying Solutions' new creative campaign “Run a Tighter Ship.” Set on the high seas, scored to the song "Livin’ It Up" by Ja Rule, it features a pirate captain whose ship is drowning in paper work.

The answer? Call Amazon Smart Business. It helps with everything from navigating rough waters to organizational challenges. And putting his ship in order is essential to the swashbuckler's plundering operations.

The campaign's 45-second spot was created by the Joint agency and directed by Traktor.

The work runs through October as part of a larger multichannel push in the U.S., which includes social, digital and out-of-home.

Algy Sharman, chief creative officer at Joint, said: “We’ve relished the challenge of creating work that embraces storytelling and craft in a compelling and impactful way.”

Joint's client work includes Prime Visa, Kettle Chips, AWS and Amazon Prime.