Olivia Wilde Directs First Spot in Amazon’s New Global Campaign

Working with Wieden+Kennedy London, Anonymous Content produced the launch spot, directed by filmmaker Olivia Wilde, of the global campaign for Amazon’s new brand platform ‘It’s on Prime.’. The campaign, which showcases all of the Prime benefits and offerings across fast delivery, savings, entertainment, health, and more, debuted at last night’s Academy Awards broadcast.

The debut spot ‘Tache’ follows a young woman as she encounters unwanted facial hair for the first time. Initially dismayed, she tries to remove it until she realizes that her icons have mustaches too. From Eddie Murphy in Coming 2 America to Frida Kahlo and Freddie Mercury, she learns to triumphantly embrace and love the way she looks.

Watch below.