Wieden + Kennedy London’s first work for Amazon Prime was revealed at the Oscars, a spot directed by Olivia Wilde. The commercial, Tache, is the story of a young woman plagued by a moustache. While worrying about it, she realises that great people have also had moustaches and decides to channel Freddie Mercury and rock her facial fuzz.
It is part of a campaign, It’s on Prime, aims to give power to both the pop culture it proliferates and the delivery service it provides, making it a centre for life’s curiosity wants and needs. The commercial ran as a 30-second spot during the Oscars and is running as a 60 online.
Wieden + Kennedy creative directors, Charlie Lanus and Lucas Reis, explained, “We wanted to highlight that Prime is more than a hub for entertainment and fast, free delivery—Prime also encourages you to explore and enjoy your personal interests, desires, and needs. Whether your thing is music and movies, makeup and clothes, or cooking and groceries, Prime can get it to you quickly and easily.”
“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. “Prime might be one single membership, but there are so many easy and fun ways it uniquely connects you to the things that matter most. Whenever, wherever or whatever you want, It’s on Prime.”
Tache will be followed by two films from director Michael Spiccia. The campaign also includes cinema, social and digital advertising.
Credits:
Client: Amazon Prime
Agency: Wieden & Kennedy London
Creative Directors: Charlie Lanus & Lucas Reis
Executive Creative Director: Susan Hoffman
Creatives: Georgina Brisby & Marcelo Duarte
Group Account Director: Lucy Murray
Account Director: Abi Devine
Account Manager: Louis Haines
Chief Strategy Officer: Dan Hill
Strategy Director: Rory Foster
Planner: Melanie Eckersley
Comms Planner: Anjali Patel
Heads of Production: Rich Adkins & Amy Leach
Producer: Iona Patterson
Production Assistant: Ross Taylor
Head of Business Affairs: Helena Thomas
Business Affairs Coordinator: Lenya James
Production Company: Anonymous Content
Director: Olivia Wilde
Executive Producer: Daisy Mellors
Producer: Saul Germaine
Production Manager: Ashley Robert
Director of Photography: Chris Blauvelt
Production Designer: Karen Murphy
Costume Designer: Erin Benach
Editing Company: Cabin Edit
Editor: Chan Hatcher
Edit Assistants: Sidney Williams & Craig Griffiths
Edit Producer: Michelle Dorsch
VFX Company: Time Based Arts
VFX Head of Production: Tom Johnson
VFX Producer: Tom Manton
VFX Supervisor: Sheldon Gardner
Colourist: Simone Grattarola
Sound Company: King Lear
Sound Designer: Jack Sedgwick
Sound Producer: Suzy MacGregor
