Amazon’s ‘Ads That Work as Hard as You Do’ campaign is back, and now it’s targeting more than small businesses (SMBs) that sell on the platform.  

Code and Theory partnered with Amazon Ads to bring the music-fueled new spots to life and help small business owners, especially those selling services, get in front of the right customers through Amazon Ads.  

The new spots feature Cheap Trick’s "I Want You to Want Me" (with customized lyrics) to show how a small fitness studio used Amazon Ads to gain new customers.   

In addition to the health and fitness industries, Amazon Ads aims to reach a breadth of business owners, including those in the automotive, travel and hospitality and media and entertainment industries.   

The main idea is to show how they are just a couple of steps away from meeting their target customers without needing to sell products on the platform.  

This is the first time Amazon Ads has announced these capabilities.   

The campaign features display, social and out-of-home ads, with sponsored TV ads coming soon.    

Code and Theory led the effort’s production, marketing, campaign, brand strategy and other elements.   

Last year, the agency created the first ‘Ads That Work as Hard as You Do’ campaign, positioning the mega-brand as a collaborator, not a corporate competitor.    

Lucia Ying, Global Brand Lead SMB Marketing for Amazon Ads, says: “Amazon Ads has successfully grown in a market where other players have been very steady. With the help of Code and Theory, we’ve taken this campaign to the next level to show all small and medium businesses that Amazon Ads is there to help connect them with the right customers.”