Dive Brief:

• Amazon is highlighting its Prime membership perks with a new global campaign and tagline, “It’s on Prime,” according to details shared with Marketing Dive. Made with Wieden+Kennedy London, the effort debuted during the Oscars with a spot directed by Olivia Wilde.
• Titled “Tache,” the ad follows the journey of a young woman learning to embrace unwanted facial hair by using Amazon Prime to find items, like clothing and music, that make her feel empowered. Two forthcoming spots were directed by Michael Spiccia.
• Additional activations span cinema, social media, digital and out-of-home channels, with the campaign launching first in the U.S. and Canada before rolling out to additional countries throughout 2023. The strategy sees Amazon leveraging emotional appeals to promote the benefits of its core subscription service.

Dive Insight:

Amazon is again channeling emotion as a means to elevate its Prime offerings, intertwining music, streaming, shopping and shipping perks in creative with a positive message. The approach recalls the company’s well-received 2023 Super Bowl ad, which depicted a busy family that relied on Amazon’s services to home a new furry friend.

The hero spot of the latest campaign, “Tache,” features a distraught young woman searching for ways to remove unwanted facial hair before taking stock of her surroundings. As she looks around, she notices a device streaming the Amazon original movie “Coming 2 America” — starring a mustachioed Eddie Murphy —  as well as photos of the artist Frida Kahlo and a bobblehead of Queen singer Freddie Mercury. Seeing these facial hair-bearing icons, the character ultimately feels empowered to keep her upper lip coverage. The confident lead eventually uses Amazon to order a jacket similar to one worn by Mercury and is seen dancing to the tune of Queen’s “Cool Cat.”

Enlisting Olivia Wilde for “Tache” could help grow hype for the effort. The tie-up rides on the heels of the movie “Don’t Worry Darling,” starring musician Harry Styles, which Wilde both acted in and directed. The spot, which seems to be looking to break the stigma on women’s body hair, could appeal to audiences that are prioritizing inclusiveness.

“We wanted to inspire and remind the world that Prime caters to individuals, at any stage of life,” said Claudine Cheever, vice president of global brand marketing at Amazon, in a statement.

Forthcoming spots similarly emphasize the ways in which Amazon Prime can bring consumers closer to the things they care about. Creative for “It’s on Prime” will continue to spotlight inclusivity and entertainment, with advertisements that feature Lizzo in “Watch Out For The Big Grrrls” and actor John Krasinski in “Tom Clancy’s Jack Ryan.” Aside from the video components, Amazon will run ads in digital media that highlight Prime perks.

Amazon’s “It’s on Prime” comes during a transitional point for the business. The company in the fourth quarter reported 9% year-over-year revenue growth to $149.2 billion, per an earnings statement. Amazon kicked off 2023 on a low note, announcing that it would reduce its headcount by an additional 18,000 employees following a previous round of layoffs.