POST

Cutters edits Amazon Business campaign from Code and Theory

By Reel Chicago
July 8, 2026

(Courtesy Code and Theory)

Procurement may not sound like comedy gold, but Amazon Business, Code and Theory and Cutters found the funny in one of the most pressure-filled corners of modern business.

The Amazon Business campaign (launched in April) spotlights procurement as the “unsung hero” inside organizations, turning the daily risk of purchasing decisions into a humor-forward story about control, confidence and keeping operations moving.

Every buying decision carries risk. The wrong vendor, wrong timing, or wrong approval path can turn something routine into something expensive. Procurement teams manage that tension every day, often making complicated decisions feel invisible to everyone else in the organization.

That is the problem Amazon Business addresses for companies of all sizes, from hospitals and schools to factories and hotels. The campaign marks the brand’s first mid-funnel effort, moving beyond broad awareness to provide enterprise organizations with concrete proof points to make smarter, lower-risk buying decisions.

Set within BikeSync, a fictional bicycle and biking accessories manufacturer, the campaign introduces a workplace where employees take their culture very seriously. BikeSync makes products designed to keep people moving, but internally, the company has been facing an uphill climb in keeping up with operational needs. Watch below:

Through a comedic story rooted in real procurement pressure, the campaign shows how Amazon Business helps teams reduce risk, move faster and keep procurement in the hero role.

The campaign was led by Code and Theory, Amazon Business’ digital strategy and marketing partner for the past five years. The spots were directed by Jason Cook, known for pairing high-concept visuals with a grounded comedic sensibility, with Imagine This Creative Studio serving as production company. Cutters handled editorial, bringing the campaign’s workplace comedy, pacing and proof-point storytelling into focus.

ALSO READ:

Give Sarofsky credit – They soared with title creation for Superman!

“Procurement leaders are expected to keep everything moving, without mistakes, delays, and drama,” said Kate Rundell, chief marketing officer at Amazon Business. “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.”

The work brings Amazon Business’ value to life through features including guided experiences, AI-enabled assistance, dashboards and analytics, policy and compliance controls, purchasing alerts, delivery controls and customizable options designed to help teams stay on track across locations.

Karen Piper, head of brand strategy at Code and Theory, said the team wanted to make the pressure of procurement recognizable while giving the brand a practical role in solving it.

“Procurement can feel like a minefield, and one wrong click can make you the person everyone looks at,” said Piper. “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.”

The campaign centers on three 30-second spots running across digital and social channels.

For Reel Chicago, the local hook is Cutters, whose editorial work helps balance the campaign’s oddball BikeSync world with its more practical message: procurement may be complicated, but the right tools can make it feel a lot less risky.

BRAND: Amazon