It was mostly a weak night for advertising at Sunday’s Oscars, but here’s a charming spot that stood out—Amazon’s debut of a new brand campaign, themed “It’s On Prime,” featuring the story of a young woman who discovers at-first-unwanted facial hair, but then decides to embrace it.

Olivia Wilde directed the spot through Wieden+Kennedy London. It aired as a :30 during the ABC telecast. Here is the 60-second version:

The theme is an interesting choice, given that facial hair remains largely taboo for cis women—despite progress in dismantling the stigma around body hair generally. For people who are trans feminine, navigating societal approval can be even more of a challenge. (The press materials for the spot identify the main character here as a woman.)

“We wanted to inspire and remind the world that Prime caters to individuals, at any stage of life,” said Claudine Cheever, VP of global brand marketing at Amazon. “Prime might be one single membership, but there are so many easy and fun ways it uniquely connects you to the things that matter most. Whenever, wherever or whatever you want, ‘It’s on Prime.’” 

“We wanted to highlight that Prime is more than a hub for entertainment and fast, free delivery—Prime also encourages you to explore and enjoy your personal interests, desires, and needs,” added W+K creative directors Charlie Lanus and Lucas Reis. “Whether your thing is music and movies, makeup and clothes, or cooking and groceries, Prime can get it to you quickly and easily.”

The spot, titled “Tache,” will be followed by two films from director Michael Spiccia. The campaign also includes cinema, social and digital advertising.