A new Amazon Prime ad campaign, which debuts tonight at the Academy Awards, kicks off with a spot directed by Olivia Wilde.
The “It’s On Prime” campaign aims to show how the world’s largest customer loyalty service makes everyday life easier.
Lizzo and John Krasinski will also be part of the campaign, Amazon said.
From Wieden+Kennedy in London, this is the actress/director’s first known follow-up don’t worry darling
It follows a young woman encountering unwanted facial hair for the first time. Dismayed at first, she tries to remove it until realizing that her icons have moustaches, by Eddie Murphy in the Amazon Original Come to America to historical idols like Frida Kahlo and Freddie Mercury. She learns to embrace her looks with newfound confidence, using Prime benefits to decorate her bedroom with inspirational posters, buy a Freddie Mercury outfit and play Amazon music that makes her feel like her to be yourself.
The campaign reflects a new strategic emphasis on Prime from its giant parent company, with Prime Video being a key asset recently highlighted by CEO Andy Jassy on the company’s recent conference call. Prime has also just gone live with a new location for news, announcements and opportunities for members. The executive said he expects investment in entertainment to continue to surge as Prime Video content is proving extremely successful in driving Amazon Prime sign-ups.
As Deadline reported, Disney Advertising had sold out all inventory for Sunday night’s Oscars show on ABC, with prices down slightly from 2022 levels.