Wieden+Kennedy London has rolled out its latest campaign for Amazon Prime, as part of its global brand platform, “It’s On Prime,” continuing to position Prime as a membership that brings members closer to what they care about.
The campaign features two new spots directed by Michael Spiccia of MJZ–including this one titled “Concrete Jungle”–that address the theme of ‘New Beginnings.’ Both debuted in the U.S. during Dick Clark’s New Year’s Rockin Eve broadcast, with other global markets slated to run the work later this year.
“Concrete Jungle” features a young woman who moves to a new city. Feeling isolated and lonely, she discovers a passion for gardening and growing. After marveling over nature in the Amazon Original Good Omens, she gets inspired, eventually turning her small apartment into a green paradise through shipping plants and gardening equipment. Her new green fingers help her feel more rooted in her new apartment and more connected to her new community.
Amazon Prime encourages members to explore their personal interests through the entertainment they watch, the music they listen to, and the things they like to buy. You could say: whatever you’re into, it’s on Prime. This insight informs the creative strategy behind “It’s On Prime” to tell stories that bring a Prime membership to life in authentic and interesting situations.
Music continues to play a crucial role in the “It’s on Prime” campaign; previously, the 2023 spot “Tache,” directed by Olivia Wilde, propelled Queen’s lesser-known track Cool Cat back into the charts. Now, in these latest spots, Christine and the Queens’ Full of Life accompanies “Concrete Jungle.” And for the other alluded to new spot, “Double Shot Dad,” Chicago’s 25 Or 6 To 4 sets the tone. All songs are available on Amazon Music.
