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Amazon Prime – It’s On Prime
The challenge
Create a new global brand platform for Amazon Prime.
What we did
We worked with Amazon to create new brand platform ‘It’s on Prime’, led by a spot directed by filmmaker and actress Olivia Wilde . The campaign, which showcases all of the Prime benefits and offerings across fast delivery, savings, entertainment, health, and more, debuted at this year’s Academy Awards broadcast.
The 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 decorate her bedroom with inspirational posters, 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.
Other campaign ads will also run in digital media featuring Prime benefits including music, fashion, and fast delivery. The ‘It’s on Prime’ creative will continue the themes of inclusivity and entertainment with ads featuring Lizzo in Watch Out For The Big Grrls and John Krasinski in Tom Clancy’s Jack Ryan.
The effects
Check back at a later date for results.
