Amazon's Mannequin Ads Just Broke Through

• 'We ask an entirely unprompted question about TikTok ad recall. Through May and June, essentially nobody volunteered anything about Amazon's health push. In August, about 1 in 50 respondents did, unprompted, and across different ages, genders, and regions: "A talking medical dummy was saying without it you'd be in pain," said one. "A strange ad with a manican whose organ fell out," said another.
• 'That's not a coincidence, it's Amazon's actual "Healthcare Just Got Less Painful" campaign for its new Health AI service, and TikTok's own discovery page shows people were already reacting to that exact ad by late July.
• 'The timing lines up with the business too. Days before our August wave fielded, Amazon's Q2 earnings said Pharmacy had more than doubled new customers this year, with same-day prescription deliveries up nearly 5x.

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