Amazon · USA · 2025Film · Social
Five Star Theater Starring Benedict Cumberbatch.
Benedict Cumberbatch performs Amazon customer reviews as dramatic stage monologues.
- Brand
- Amazon
- Agency
- Amazon XCM
- Market
- USA
- Region
- Global
- Year
- 2025
The challenge
Amazon wanted to make product discovery entertaining while building on audience interest in its earlier Five Star Theater campaign.
The idea
The retailer's in-house team treated real customer reviews as scripts. Cumberbatch's theatrical performances give ordinary products and shoppers' experiences an exaggerated dramatic life.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Amazon
- In-house creative team
- Amazon XCM
- Production Company
- Lord Danger
- Director
- Mike Diva
- Editing
- Exile Edit
- Sound
- Lime Studios; Mophonics
- Creative Director
- Kurt Feng; Jeb Quaid; Dan Fromhart
- Global Executive Creative Director
- Tom Pettus
- Performer
- Benedict Cumberbatch
