Each year, Amazon releases a slate of both new-to-world and next-gen products out into the wild. This annual event garners not only a wealth of media attention, but massive consumer metrics to boot. In 2020, 190 million visitors on Amazon’s homepage were welcomed to a holistic creative rooted in hope and aspiration. For launch in 2021, new-to-market Fire TVs saw press propagate the creative across the likes of CNN, Gizmodo, Engadget and CNBC. The creative showcases the myriad of experiences consumers can have with these smart TVs that do much more that just stream content.