The new campaign — "Gain the Edge" — by Anomaly has two 30-second spots, here and here, showing the rivalry between car dealerships. One owner is upset by the other's popularity — until an employee mentions Amazon Ads.

Three additional 15-second spots and three six-second ads accompany the campaign. The work runs across streaming, social, audio and paid social. The message is clear: Pick the right strategy and any brand can break through the clutter.

“We wanted to take a universal challenge — how to stand out in a crowded market — and tell that story in a fun, memorable way. The rivalry was just the hook. The real takeaway is that smart advertising works, no matter your industry,” said Ida Gronblom, executive creative director, at Anomaly.

Amazon Ads revenue hit $56 billion in 2024. 

Anomaly has also done client work for Johnnie Walker Blue Label, Converse, Crown Royal and Dick's Sporting Goods.