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

A new tenant and a new dad use Amazon to navigate their changing worlds in music-driven ads directed by Michael Spiccia

Published On
Jan 03, 2024
A woman looking gloomy as she rides an escalator in a subway station

Editor's Pick

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.”


Jan 03, 2024
Client :
Amazon Prime
Agency :
Wieden & Kennedy-London
Creative Director :
Charlie Lanus
Creative Director :
Lucas Reis
Senior Creative :
Brendan Madden
Senior Creative :
Spencer Llewellyn
Designer :
Jon Harris
Designer :
Jon Barnett
Executive Creative Director :
Ana Balarin
Executive Creative Director :
Hermeti Balarin
Group Account Director :
Lucy Murray
Business Director :
Abi Devine
Account Manager :
Louis Haines
Planning Director :
Rory Foster
Planner :
Melanie Eckersley
Comms Planning Director :
Calvin Lyon
TV Producer :
Aran Patterson
Executive Producer :
James Laughton
Head of Production :
Richard Adkins
Head of Production :
Amy Leach
Business Affairs :
Helena Tomas
Production Company :
Director :
Michael Spiccia
Executive Producer/Managing Director :
Lindsay Turnham
Producer :
Stephen Johnson
Director of Photography :
Drew Daniels
Service Company :
Virtual Films
Casting Director :
Kharmel Cochrane
Editorial Company :
Editor :
Paul Hardcastle
Edit Assistant :
Helena Teixeira
Edit Producer :
Tatyana Alexandra
VFX Company :
Senior Post Production Producer :
Michael Brown
VFX Supervisor/Creative Director :
William Bartlett
Senior Lead Flame Op :
Darran Nicholson
Flame Op :
Guy Lubin
Flame Op :
Robin McGloin
Senior Compositor :
Jean-Nicholas Costa
Compositor :
Yanru Yin
Compositor :
John Sellings
Compositor :
Kotryna Lidziute
Compositor :
Alex Ling
DMP Artist :
Harry Wormald
DMP Artist :
Chelsea Aston
Roto/Paint :
Melvin Pillai
Colorist :
Sofie Borup
Sound Design :
750 MPH
Sound Designer :
Jake Ashwell
Sound Producer :
Olivia Ray
Music :
Christine and the Queens
Music :
VP Global Brand Marketing :
Claudine Cheever
VP Global Chief Creative Officer :
Jo Shoesmith
Director Global Marketing :
Deborah Curtis
Global Head of Marketing :
Adam Craw
Creative Director :
Chris Whitehead
Creative Director :
Jackie Meyer
Senior Global Brand Planner :
David Gonzales
Senior Creative Program Manager :
Nicole Miller
Creative Program Manager :
Crystal Davis
Worldwide Head of Creative Production :
David Connell
Group Creative Director :
Christopher See

Need a credit fix? Contact the Creativity Editors

Project Type