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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
