Amazon and Wieden+Kennedy London launched a new global brand campaign bringing Prime together under the tagline ‘It’s on Prime’. The campaign debuted at this year’s Academy Awards broadcast with a film directed by actress and filmmaker Olivia Wilde via production company Anonymous Content.
“It’s on Prime” showcases all of the Prime benefits and offerings across fast delivery, savings, entertainment, health, and more. The campaign is launching in the U.S. and Canada before rolling out to other countries throughout 2023.
This debut spot “Tache” follows a young woman as she encounters unwanted facial hair for the first time. Initially dismayed, she tries to remove it until she realizes that her icons have mustaches too. From Eddie Murphy in Coming 2 America to Frida Kahlo and Freddie Mercury, she learns to triumphantly embrace and love the way she looks. With this newfound confidence, she uses Prime to buy a Freddie Mercury themed outfit, and play music that makes her feel uniquely herself.
“Tache” will be followed by two films from director Michael Spiccia and is supported by TV, cinema, social and digital advertising. An out of home campaign will run nationwide across the U.S. and includes a number of high impact special builds. Each film will highlight how every day Prime brings members closer to the things they care about.
