Prime freezes time in pair of smart spots

A strong idea, beautifully executed with minimum fuss, that’s what you want in an ad. And that’s what you get with these slick, finely crafted films directed by Fredrik Backar through Believe, with post from The Mill. 

Deftly outlining how the service’s range of goods and fast shipping means it can deliver joy, and certain solutions, in a variety of ways, the two films each tell their stories through moments frozen in time

Best Friends depicts a date night complete with romantic film, slushy music and a toy thrown to a pooch to distract it from disturbing the couple’s off-screen congress – which is indicated by clothes suspended in mid-air after being discarded en route to the boudoir. 

Rock Out shows wannabe rock god juniors making a terrible Prime-enabled din without disturbing Dad, who is blissing out downstairs wearing his hastily delivered noise-cancelling headphones.