Amazon Prime embraces mustaches in global campaign with Olivia Wilde

• Amazon is highlighting its Prime membership perks with a recent global campaign and tagline, “It’s on Prime,” in accordance with details shared with Marketing Dive. Made with Wieden+Kennedy London, the trouble debuted through 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 utilizing Amazon Prime to seek out items, like clothing and music, that makes 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 advertise the advantages of its core subscription service.

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

The hero spot of the most recent campaign, “Tache,” encompasses a distraught young woman looking for ways to remove unwanted facial hair before taking stock of her surroundings. As she looks around, she notices a tool streaming the Amazon original movie “Coming 2 America” — starring a mustachioed Eddie Murphy —  in addition to photos of the artist Frida Kahlo and a bobblehead of Queen singer Freddie Mercury. Seeing these facial hear-bearing icons, the character ultimately feels empowered to maintain her upper lip coverage. The confident lead eventually uses Amazon to order a jacket much like 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 trouble. The tie-up rides on the heels of the movie “Don’t Worry Darling,” starring musician Harry Styles, which Wilde each acted in and directed. The spot, which appears to be seeking to break the stigma on women’s body hair, could appeal to audiences which might be prioritizing inclusiveness.

“We desired to encourage and remind the world that Prime caters to individuals, at any stage of life,” said Claudine Cheever, vp of global brand marketing at Amazon, in an announcement.

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 proceed to highlight 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 scale back its headcount by a further 18,000 employees following a previous round of layoffs.