In a new Amazon Prime campaign, the retailer takes two iconic heroines from history and myth, Cleopatra and Rapunzel, and reimagines their stories if they had access to Prime accounts.

Both spots put a fun and feminist slant on their familiar tales by showing how being able to order what they want, quickly, totally changes their lives. In one, Rapunzel gets bored waiting to be rescued, so she orders a ladder from Prime to escape her tower and start her own hairdressing salon empire—it turns out she doesn’t need a prince at all. The spot is set to Nicki Minaj’s “Feeling Myself” featuring Beyoncé.

The Cleopatra ad, set to “Driver’s Seat” by Sniff ‘n’ the Tears, sees the Egyptian queen realize she doesn't have to be a diva after watching the Eddie Murphy film  "Coming2America" on Prime Video. Inspired by Prince Akeem's generosity, she treats her subjects to  accessories to help them enjoy desert life. 

Running globally on broadcast, radio, social and digital channels, including a third-quarter push in the U.K., Germany, Austria and Australia, the spots were created by Amazon's in-house creative team together with Joint London. They're directed by Hungry Man's Wayne McClammy, with cinematography by Erik Messerschmidt, who won an Academy Award for "Mank."