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.
CreditsClient Amazon Prime Agency Wieden+Kennedy London Charlie Lanus, Lucas Reis, creative directors; Brendan Madden, Spencer Llewellyn, sr. creatives; Jon Harris, Jon Barnett, designers; Ana and Hermeti Balarin, chief creative officers; Aran Patterson, TV producer; James Laughton, executive producer; Richard Adkins, Amy Leach, heads of production. Production Company MJZ Michael Spiccia, director; Lindsay Turnham, exec producer/managing director; Stephen Johnson, producer; Drew Daniels, DP. Production Service Company Virtual Films Kharmel Cochrane, casting director. Editorial Trim Paul Hardcastle, editor; Helena Teixeira, edit assistant; Tatyana Alexandra, edit producer. VFX Framestore Michael Brown, sr. postproduction producer; William Bartlett, VFX supervisor/creative director; Darran Nicholson, sr. lead Flame operator; Robin McGloin, Flame operations; Jean-Nicholas Costa, sr. compositor; Yanru Yin, John Sellings, Kotryna Lidziute, Alex Ling, compositors; Harry Wormald, Chelsea Aston, DMP artists; Melvin Pillai, roto/paint. Color Company 3 Sofie Borup, colorist. Sound Design 750mph Jake Ashwell, sound designer; Olivia Ray, sound producer. Music Track “Full of Life” by Christine and The Queens
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
To land the relatable... Read More