Amazon shows off future drone delivery service in ad starring Jeremy Clarkson

Amazon has unveiled a new ad starring former Top Gear host Jeremy Clarkson as it promotes its upcoming ‘Prime Air’ drone delivery service.

In the light-hearted ad, Clarkson, who has signed a deal to work on a new car show for Amazon Prime’s streaming service, narrates on-screen as a family orders a new pair of football boots for their daughter after their pet dog chewed the previous pair.

It then shows Prime Air in action as a drone delivers the football boots by air within 30 minutes and creates a landing area in the fictional family’s garden.

The ad, which shows off the ecommerce giant’s delivery drone prototype, comes two years after Amazon first revealed its ambitions to develop a delivery service making use of drone technology.

The new prototype drone can cover 15 miles and fly at more than 55mph, with its design enabling delivery within 30 minutes after a Prime customer places an order. It also makes use of “sense and avoid” technology to dodge potential obstacles en route to its delivery destination.

Making drone delivery a reality

The online ad is a bid to generate awareness of the service rather than any clear sign of an imminent roll-out.

Although Amazon tested the prototype drones in Canada earlier this year, it is still some way off making drone delivery a reality.

The US government, in particular, remains a big obstacle as it harbours concerns over the safety of deliveries in cities that have far less space than rural areas.

The UK’s Civil Aviation Authority, however, has indicated it is open to the idea of delivery drones flying beyond line of sight.

Amazon remains convinced it will soon make drone delivery a reality. “One day, seeing Prime Air vehicles will be as normal as seeing mail trucks on the road,” said a spokesman earlier this month.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here