The Pickup, starring Eddie Murphy, Pete Davidson and Keke Palmer, premieres globally Aug. 6 on the streamer
Adweek reports on the campaign that Omnicom Media Group and Coco Robotics created to promote the Amazon Prime heist comedy for which armored trucks are central to the plot. As part of the campaign, Coco wrapped its LA-based robocouriers in Prime Video and The Pickup branding, turning each robot into a moving extension of the film’s story. The robots also play voice lines from the film at delivery pickup, expanding the cinematic universe from screen to sidewalk to a viewer’s front door. As OMG’s Elizabeth Boone told Adweek, “this was a way to bring the world of The Pickup into the real world” while also leaning into new technologies to create something that’s bigger than any one campaign.