“And they lived happily ever after.” (Mostly in outdated lives that women wouldn’t tolerate today.) Amazon has reimagined “happily ever after” in classic fairytales in its 2021 campaign, which launched to coincide with Amazon Prime Day. The idea behind the campaign is that Prime Changes Everything.

Rapunzel stops waiting for a man to climb up her hair, she buys a ladder with an Amazon Prime subscription and launches a hairdressing business, her bold new attitude underlined by Nicki Minaj’s Feeling Myself.

Cleopatra is inspired by King Akeem’s kindness in Coming 2 America which she is watching on Prime Video, and buys gifts for all of her servants, who then become playmates. Her discovery of fun and friendship is underscored by Sniff ‘n’ the Tears’ Driver’s Seat.

Prime Changes Everything was co-created by Amazon’s in-house creative team and UK agency, Joint London. The extra spice was added by Hungry Man director, Wayne McClammy.

The commercials will run in 30- and 15- second versions until the end of the year, across broadcast, radio, digital and social channels.        

Credits:

Client: Amazon
Amazon Team: Simon Morris, Jo Shoesmith, Colin Gaul, Nicole Jue & Nick Gesualdi

Agency: Joint London
Creative Team: Algy Sharman, Jack Broug, PJ Kirby & Rory Robinson 
Producers: Russell Taylor & Hannah Kessler

Production Company: Hungry Man
Director: Wayne McClammy
Director of Photography: Erik Messerschmidt
Executive Producer: Rick Jarjoura

Editing: Christjan Jordan @ The Den
Post-Production: ETC London
Post Supervision: Parliament LA 
Sound: Jon Clarke @ Factory