Olivia Wilde directed Amazon Prime’s Oscars ad with a girl who makes the most of her facial hair

Wieden+Kennedy London debuts ‘It’s On Prime’ campaign, launching first in the U.S. and Canada

Published On
Mar 13, 2023
A young woman looking at her thin mustache in a mirror

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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.

Amazon Prime print ad showing John Krasinski and a pair of boxing gloves with the line "Star Struck"

Amazon Prime print ad showing a phone charger and Lizzo with the line "Power Moves"

A collection of Amazon Prime print ads from the new "It's On Prime" campaign


Mar 13, 2023
Client :
Amazon Prime
Agency :
Wieden & Kennedy-London
Creative Director :
Charlie Lanus
Creative Director :
Lucas Reis
Executive Creative Director :
Susan Hoffman
Creative :
Georgina Brisby
Creative :
Marcelo Duarte
Group Account Director :
Lucy Murray
Account Director :
Abi Devine
Account Manager :
Louis Haines
Chief Strategy Officer :
Dan Hill
Strategy Director :
Rory Foster
Planner :
Melanie Eckersley
Comms Planner :
Anjali Patel
Head of Production :
Rich Adkins
Head of Production :
Amy Leach
Producer :
Iona Patterson
Production Assistant :
Ross Taylor
Head of Business Affairs :
Helena Thomas
Business Affairs Coordinator :
Lenya James
Production Company :
Anonymous Content
Director :
Olivia Wilde
Executive Producer :
Daisy Mellors
Production Company Producer :
Saul Germaine
Production Manager :
Ashley Roberts
Director of Photography :
Chris Blauvelt
Production Designer :
Karen Murphy
Costume Designer :
Erin Benach
Editorial Company :
Cabin Edit
Editor :
Chan Hatcher
Editor :
Randy Baublis
Edit Assistant :
Sidney Williams
Edit Assistant :
Craig Griffiths
Edit Producer :
Michelle Dorsch
VFX Company :
Time Based Arts
VFX Head of Production :
Tom Johnson
VFX Producer :
Tom Manton
VFX Supervisor :
Sheldon Gardner
Colorist :
Simone Grattarola
Sound Company :
King Lear
Sound Designer :
Jack Sedgwick
Sound Producer :
Suzy MacGregor
Account Director :
Emily Gower
VP Global Brand Marketing :
Claudine Cheever
Global Chief Creative Officer :
Jo Shoesmith
Director Retail Marketing :
Deborah Curtis
Global Head of Marketing :
Adam Craw
Worldwide Head of Creative Production :
David Connell
Group Creative Director :
Christopher See
Creative Director :
Chris Whitehead
Creative Director :
Jackie Meyer
Sr Global Brand Planner :
David Gonzales
Sr Creative Program Manager :
Nicole Miller
Creative Program Manager :
Crystal Davis

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