Olivia Wilde Directs "Tache" For Amazon Prime, W+K London


Robert Goldrich
Monday, Mar. 13, 2023


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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. 


Client Amazon Prime Claudine Cheever, VP, global brand marketing; Joe Shoesmith, global chief creative officer; Deborah Curtis, directori global Prime & retail marketing; Adam Craw, global head of Prime marketing; David Connell, worldwide head of creative production; Christopher See, group creative director; Chris Whitehead, Jackie Meyer, creative directors; David Gonzales, sr. global brand planner; Nicole Miller, sr. creative program manager; Crystal Davis, creative program manager. Agency Wieden+Kennedy London Charlie Lanus, Lucas Reis, creative directors; Susan Hoffman, executive creative director; Georgina Brisby, Marcelo Duarte, creatives; Dan Hill, chief strategy officer; Rory Foster, strategy director; Rich Adkins, Amy Leach, heads of production; Iona Patterson, producer. Production Anonymous Content Olivia Wilde, director; Daisy Mellors, exec producer; Saul Germaine, producer; Ashley Roberts, production manager; Chris Blauvelt, DP; Karen Murphy, production designer; Erin Benach, costume designer. Editorial Cabin Edit Chan Hatcher, editor; Sidney Williams, Craig Griffiths, edit assistants; Michelle Dorsch, edit producer. VFX Time Based Arts Tom Johnson, VFX head of production; Tom Manton, VFX producer; Sheldon Gardner, VFX supervisor; Simone Grattarola, colorist. Sound King Lear Jack Sedgwick, sound designer; Suzy Macgregor, sound producer.

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