Campaign Spotlight: Amazon Prime Video promotes its vulgar and adult shows with children for parental control

GLOBAL – The Amazon film and video streaming platform, Prime Video, with its agency, Herezie, launched a campaign promoting its parental control settings. This is a very important feature for many parents, allowing them to restrict access to unsuitable content for their children.

With shows like The Man in the High Castle [18+], Fleabag [18+] Jack Ryan [18+] and The Boys [18+], part of the Prime Video catalogue remains inaccessible to its younger members…and that’s exactly who they asked to create the campaign.

Jade (6), Thiago (5) et Marilou (6), three young Prime Video members, were asked to use their imaginations and draw what the titles of some Prime Video Original series meant to them. Controversial, violent series containing vulgarity, reserved for an adult audience [16+] [18+]… basically series they quite simply haven’t been able to watch.

Each drawing will be the subject of a film retracing the child’s experience and focusing on their imagination, thankfully protected by the Prime Video parental control. The observation of a human truth in the form of 3 video capsules available on the brand’s website and social media channels.

These same drawings will also be the subject of an OOH campaign around Paris, promoting three Amazon Original shows. The children will therefore become the youngest art directors in the history of Prime Video and will be credited for the campaign (take a look at the credits). Their work will be displayed next to the real posters of the series, thus drawing a parallel between the reality of the series and children’s interpretations of them.

“Behind the creative process of promoting Prime Video Originals (The Boys, The Man in The High Castle, Carnival Row), Prime Video reaffirms its position as a responsible brand, preferring that certain content be imagined rather than watched by children. Children who have incidentally spent more than an average of 7 hours in front of screens during lockdown*, some of whom must unfortunately have been exposed to potentially dangerous content. We wanted to remind people, using humour, how important these settings are.’’ said Etienne Renaux and Paul Marty, Executive Creative Directors at Herezie Group in Paris.

The Parental Control campaign will be launched via digital films and in outdoor posters from July 7.