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.
CreditsClient 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. Music "Cool Cat" by Queen Sound King Lear Jack Sedgwick, sound designer; Suzy Macgregor, sound producer.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More