Amazon has unveiled its latest global campaign to showcase the perks of its Prime membership. With the tagline “It’s on Prime,” this new campaign aims to highlight the power of Amazon Prime in a heartwarming and empowering way.
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The campaign debuted during the Oscars with a spot directed by Olivia Wilde and made in collaboration with Wieden+Kennedy London. The ad, titled “Tache,” follows the journey of a young woman who learns to embrace her unwanted facial hair. By using Amazon Prime, she discovers items such as clothing and music that make her feel empowered.
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The campaign will be rolled out across various channels, including cinema, social media, digital, and out-of-home platforms. Initially launched in the United States and Canada, it will later expand to other countries throughout 2023. Amazon aims to leverage emotional appeals to promote the benefits of its Prime subscription service.
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This approach is reminiscent of Amazon’s well-received Super Bowl ad in 2023. The ad depicted a busy family relying on Amazon’s services to bring a new furry friend home. By intertwining music, streaming, shopping, and shipping perks, Amazon aims to create a positive and relatable message for its audience.
The hero spot of the campaign, “Tache,” features a distraught young woman searching for ways to remove her unwanted facial hair. However, as she surveys her surroundings, she notices a device streaming the Amazon original movie “Coming 2 America,” starring a mustachioed Eddie Murphy. Additionally, she sees pictures of the iconic artist Frida Kahlo and a bobblehead of the legendary Queen singer, Freddie Mercury. Inspired by these facial hair-bearing individuals, she gains the confidence to embrace her upper lip coverage. The lead character then uses Amazon to order a jacket similar to the one worn by Freddie Mercury and joyfully dances to the tune of Queen’s “Cool Cat.”
The collaboration with Olivia Wilde for the “Tache” spot adds even more excitement to the campaign. Following her involvement in the movie “Don’t Worry Darling,” starring musician Harry Styles, Wilde’s presence creates further intrigue. The ad challenges the stigma surrounding women’s body hair, promoting inclusiveness and self-acceptance.
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Claudine Cheever, Vice President of Global Brand Marketing at Amazon, expressed the campaign’s intention to inspire and remind the world that Amazon Prime caters to individuals at any stage of life.
Further spots in the campaign will emphasize how Amazon Prime brings consumers closer to the things they care about. The creative will continue to showcase inclusivity and entertainment, featuring advertisements with celebrities such as Lizzo in “Watch Out For The Big Grrrls” and actor John Krasinski in “Tom Clancy’s Jack Ryan.” Alongside video components, Amazon will run digital media ads to highlight Prime perks.
“It’s on Prime” arrives during a transitional period for Amazon. In the fourth quarter of the previous year, the company reported 9% YoY revenue growth, reaching $149.2 billion. However, Amazon also announced a reduction in its workforce by an additional 18,000 employees following previous rounds of layoffs.
With its latest campaign, Amazon aims to captivate audiences with relatable and empowering stories that highlight the benefits of its Prime membership. By integrating emotion, inclusivity, and entertainment, Amazon continues to solidify its position as a leader in the e-commerce and entertainment industries.
Source: https://t-tees.com
Category: Blog
