Amazon celebrates Napoli's victory!

The champagne had been ready for days, the fans increasingly restless: the need to overcome that distant April 29, 1990, was irresistible, and the long-awaited day, awaited for 33 years, has finally arrived. Yesterday, Napoli secured its third Serie A title, and if the city had already been filled with blue flags, festoons across streets and staircases, tricolored shields, faces, jerseys, and silhouettes depicting Maradona, Victor Osimhen, and Khvicha Kvaratskhelia since January, the chorale echo of a team of outsiders and revelations is now unstoppable.

To pay homage to Spalletti's team, Amazon is in the front row, which has been alongside Napoli since 2018 (Napoli was the first official club to have its own showcase with related merchandise on the e-commerce platform, with products available not only on amazon.it but also on amazon.es, amazon.fr, amazon.de, amazon.co.uk, amazon.nl). In the 2021/22 season, the bond was further strengthened with Amazon's appointment as the third shirt sponsor, and its debut at the 'Maradona' saw the e-commerce giant's logo appear on the left sleeve of the blue jersey in all official competitions of SSC Napoli, both domestic and international. Aurelio De Laurentiis, enthusiastic, proudly commented on the partnership with the world-class brand: 'There has been enthusiasm from day one, and we aim to renew a business partnership destined to last and expand profitably and happily over time, thanks to common objectives.'

Years later, these objectives are still solid, as is the team's desire to continue investing in a 'greater internationalization of the brand, adhering to a global approach aimed at positioning within the top 20 football clubs in the world, thanks to collaboration with international brands operating on a global scale.' Amazon promptly responds and chooses to confirm its commitment with a video: at Social Content Factory, we decided to shape this tribute through the creation of a candid camera film, focusing on what represents the identity of Napoli for us, combining players and fans, protagonists and spectators: energy, that form of genuine euphoria that connects to dreams and ideals, hope to pathos, closely linked in the pursuit of victory.

Thus was born the video "Smiles in Delivery" for Amazon:

With 5.6 million views on Amazon's YouTube channel, the video directed by Giuseppe Tufarulo is the result of a clear, direct, and emotionally engaging storyline that focused on two protagonists and what connects them: on one side, the footballers knocking on the door, and on the other, the recipients who open it and find themselves face to face, incredulous and amazed, with their idols in the flesh. Acting as an intermediary is the Amazon package, symbolically sealing a union of ideals and intentions, a symbol that makes them feel close in the anticipation and excitement of the moment, in a shared and attentive language united by a unique enthusiasm worldwide.

By Isabella Garanzini, Group Head of Storytelling at The Story Group