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.
Credits
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. Music "Cool Cat" by Queen Sound King Lear Jack Sedgwick, sound designer; Suzy Macgregor, sound producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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