While many companies are jostling to position themselves as the most innovative firm in their sector, the latest TV commercial from Amazon Web Services (AWS) makes it clear it sees itself as a supporting player in the breakthrough stories of its enterprise customers.

In “New Ideas,” AWS marvels at comparison sites that help direct customers to the best products and services in a particular category (in this case, the top Ramen noodle restaurant), services to rent accommodation or conduct banking transactions on a smartphone. “But when asked if these ideas were possible, we’re the only cloud with the capabilities, the experience and know-how to make them happen,” the voice-over says, ending with a tagline of “AWS is how.”

Some of the marquee enterprise customers referenced in the 30-second spot include Capital One, Yelp, the NFL, Samsung, NASA and AirBNB.

Behind the scenes, AWS recently made a move that would seem to counter Oracle’s decision to end free support for Java by releasing its own distribution of OpenJDK, dubbed “Correto.”

Next week AWS plans to build upon the kind of messaging conveyed by the ad at its Re:Invent user conference in Las Vegas, which will feature keynote addresses from CEO Andy Jassy and CTO Werner Vogels, among others.

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