It’s On Prime

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 a 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.

Further campaign ads ran 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. In May 203, we launched two additional new playful spots, ‘Gourmet Guard’ and ‘Separation,’ helmed by award-winning director Michael Spiccia.

In 2024, Amazon expanded the creative platform celebrating Prime’s role in consumers’ lives with stories of ‘New Begginings’. The two spots, “Concrete Jungle” and “Double Shot Dad’, reiterated Prime’s mission to bring members closer to what they care about.

Accompanying the latest films was a new suite of out-of-home, paid social, and digital display assets featuring Dua Lipa, Post Malone, Peso Pluma, and others using confident and unapologetic visual puns to capture audiences.

The effects

Check back at a later date for results.

See other work