What a fantastic post. I had to stop to think, then reread, at several points.
About the launch video: as a new mom, it was really hard to get through the moments of crying baby sounds (almost stopped watching); and I love whomever at Amazon chose Wang Chung! So I couldn’t agree more that they very narrowly define their customers. I fit right in the center of their target cohort! Though for me, the video was too long.
Evidence suggests our attention actually magnifies our response to emotionally charged situations, and that the larger the group featured, the more our attention and ability to focus diminishes http://www.nirandfar.com/2017/05/the-psychology-of-persuasive-video.html.
I wonder if it would work to have several shorter videos, each featuring the story of one person (the new parents, the grandpa, etc).