Amazon Prime Facilitates Self-Discovery Through Shopping in Olivia Wilde-Directed Short

W+K London teams with the brand to tell the story of a trendsetting 'Tache'

Taking notes from the artists and creatives of yesteryear can ignite the unique thinkers of the next generation. Channeling the sense of joy that can come from identifying with trailblazers of the past, Amazon has teamed with W+K London for the “It’s on Prime” campaign. This launch is accompanied by a video directed by Olivia Wilde, titled “Tache.”

This 60-second video introduces us to a young person whose slight mustache is coming in, prompting her to consider waxing or shaving it off. However, images of iconic celebrities in her room, including actor Eddie Murphy in Coming 2 America, painter Frida Kahlo and Queen singer Freddie Mercury, all sporting impressive mustaches of their own, prompt her to lean in instead. She orders a bright yellow Freddie Mercury-inspired jacket from Amazon and wears it to school the next day, impressing other classmates with her unique style.

Being a cool cat

In correspondence with the theme of the short, the video features the Queen song “Cool Cat” as its soundtrack, taken from the album Hot Space. Once derided by many who felt that Queen’s turn toward a more disco and dance-friendly direction meant the band was turning its back on its rock roots, the album features significant David Bowie collaborations and has grown increasingly popular in the decades since its release.

“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. “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” is set to be followed by two films from director Michael Spiccia. The campaign features TV, theatrical, social, OOH and digital elements, and is launching in the U.S. and Canada before rolling out to other countries throughout 2023. Other “It’s on Prime” ads will run in digital media alongside the main launch, including promos featuring Lizzo for Watch Out For The Big Grrrls and John Krasinski in Tom Clancy’s Jack Ryan.

“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,” said Charlie Lanus and Lucas Reis, creative directors at W+K London. “Whether your thing is music and movies, makeup and clothes, or cooking and groceries, Prime can get it to you quickly and easily.”


Wieden+Kennedy London
Creative Directors: Charlie Lanus & Lucas Reis
Executive Creative Director: Susan Hoffman
Creatives: Georgina Brisby and Marcelo Duarte
Group Account Director: Lucy Murray
Account Director: Abi Devine, Emily Gower
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 Tomas
Business Affairs Coordinator: Lenya James

Amazon Prime
VP Global Brand Marketing: Claudine Cheever
Global Chief Creative Officer: Jo Shoesmith
Director Global Prime & Retail Marketing: Deborah Curtis
Global Head of Prime Marketing: Adam Craw
Worldwide Head of Creative Production: David Connell
Group Creative Director: Christopher See
Creative Director: Chris Whitehead, Jackie Meyer
Sr. Global Brand Planner: David Gonzales
Sr. Creative Program Manager: Nicole Miller
Creative Program Manager: Crystal Davis

TV Production:
Production Company: Anonymous Content
Director: Olivia Wilde
Executive Producer: Daisy Mellors
Production Company Producer: Saul Germaine
Production Manager: Ashley Roberts
Director of Photography: Chris Blauvelt
Production Designer: Karen Murphy
Costume Designer: Erin Benach
Editorial Company: Cabin Edit
Editor: Chan Hatcher
Edit Assistant: 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
Colorist: Simone Grattarola
Sound Company: King Lear
Sound Designer: Jack Sedgwick
Sound Producer: Suzy Macgregor