Amazon Prime explores new beginnings in spots from W+K London

Amazon Prime rolled out two global spots over New Year’s that explore the theme of new beginnings, with characters adjusting to fresh circumstances with help from Prime Video shows, Amazon Music tracks and Amazon Prime purchases. Wieden+Kennedy London and director Michael Spiccia created the spots, which follow a charming ad that aired during last year’s Oscars that showed a young woman embracing her at-first-unwanted facial hair. The first new spot, “Concrete Jungle,” features a woman moving to an unfamiliar city. Inspired by the lush greenery of the Prime show “Good Omens,” she brightens up her bleak new world by researching and ordering plants on Prime. In the second spot, “Double Shot Dad,” an exhausted new father seeks an energy-giving superpower—after watching Amazon’s show “The Boys”—and settles on the old stand-by of coffee. Both spots are dialogue free and largely music driven, featuring the tracks “Full of Life” by Christine and the Queens and “25 or 6 to 4” by Chicago. The campaign continues the “It’s On Prime” global brand platform, which is intended to bring Prime memberships to life in authentic and interesting situations. This extends from the entertainment that members are able to watch, to the music they listen to, to the things they like to buy. “These stories and visuals capture the spirit of Prime—demonstrating how the brand plays such an integral role in members’ lives, whether it’s getting into a new interest, helping them through a new life transition, or simply connecting to the things they love—thanks to our entertainment, exclusive savings, and fast, free delivery,” said Jo Shoesmith, global chief creative officer at Amazon. “The campaign taps into human stories that people can relate to, and that’s why we have been able to bring it to 11 countries in just one year.” “We wanted to push the world we were creating into fresh, new and exciting spaces,” Charlie Lanus and Lucas Reis, creative directors at W+K London, said of the new work. “We got deeper into the emotions and motivations behind people and their passions; finding interesting stories that could still have the brand idea at the heart. One key element was in the stories we told but also in the detail: casting, music, cinematography and craft in general all made these spots special.”

Amazon Prime explores new beginnings in spots from W+K London

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