Amazon Business ad turns buying risks into comedy

The creative work focuses on procurement teams, positioning them as key decision-makers

Code and Theory has launched a campaign for Amazon Business that uses humor to highlight the challenges procurement professionals face and the tools available to help organizations manage purchasing risk.

Set within the fictional bicycle manufacturer BikeSync, the campaign marks Amazon Business' first mid-funnel marketing effort. The creative work focuses on procurement teams, positioning them as key decision-makers responsible for balancing operational needs while minimizing risk across organizations.

Campaign highlights procurement challenges

The campaign follows employees at BikeSync, a company whose strong workplace culture contrasts with its ongoing struggles to manage operational purchasing needs. Through a series of comedic scenarios, the campaign demonstrates how Amazon Business supports procurement teams with tools designed to improve decision-making and reduce uncertainty.

Kate Rundell, Chief Marketing Officer at Amazon Business: "Procurement leaders are expected to keep everything moving, without mistakes, delays, and drama. We wanted to create a campaign that makes Amazon Business feel immediately useful and credible, showing how our controls, insights and guided experiences can reduce risk and help midsized teams buy with confidence."

Code and Theory, which has worked with Amazon Business as a digital strategy and marketing partner for five years, led the campaign development.

Three-part campaign runs across digital channels

The work highlights several Amazon Business features, including guided experiences supported by AI-enabled assistance, dashboards and analytics, policy and compliance controls, and delivery management options designed to support operational continuity.

The campaign consists of three 30-second advertisements distributed across digital and social media channels. Director Jason Cook led the production, with Imagine This Creative Studio serving as the production company.

Humour paired with practical proof points

According to Code and Theory, the campaign uses humor to reflect the pressure procurement professionals often experience while also demonstrating practical solutions that support purchasing decisions.

Karen Piper, Head of Brand Strategy, Code and Theory: "Procurement can feel like a minefield and one wrong click can make you the person everyone looks at. We wanted to make that pressure recognizable, then show proof points that make progress feel safer. Amazon Business shows up as a trusted partner and companion in those moments, with the controls, visibility, and smarter guidance teams need to move forward with confidence. Humor earns attention, but those details are what make the story stick."

business.amazon.com

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