Amazon In-House on Inside That Adhttps://www.insidethatad.com/agency/amazon-in-house/Recent content in Amazon In-House on Inside That AdHugoen-USThu, 25 Jun 2026 09:15:00 +0000Amazon's Five Star Theater: How Benedict Cumberbatch Made Customer Reviews Into Dramahttps://www.insidethatad.com/posts/amazon-five-star-theater-benedict-cumberbatch-2025/Thu, 25 Jun 2026 09:15:00 +0000https://www.insidethatad.com/posts/amazon-five-star-theater-benedict-cumberbatch-2025/<p>The premise sounds like it was written in one sentence and immediately greenlit: cast one of the most formally trained actors alive and have him perform the most informal writing on the internet as if it were Chekhov.</p> <p>Amazon&rsquo;s 2025 holiday campaign, &ldquo;Five Star Theater,&rdquo; features Benedict Cumberbatch — returning from a decade-long hiatus from live theater — delivering genuine five-star Amazon customer reviews as dramatic theatrical monologues. The reviews are real. The products are real. The performance is completely unhinged in the best possible way.</p>