There’s nothing quite like competing with your siblings (sorry to all the only children who will never know this experience). That’s what makes a new campaign from Amazon Prime and Wieden+Kennedy London so relatable, as twin sisters secretly and publicly size each other up to see who’s the better soccer player. 

“The Best,” which launched Monday, includes a 30-second spot that shows how the rivalry begins when the sisters watch a National Women’s Soccer League game together (on Prime video, of course). The rest is a tale of a chaotic, competitive and athletic home—the sisters use Prime to order cleats, protein, equipment and more as they try to one-up each other on and off the field. While the girls take their rivalry seriously, the campaign is humorous, as the events that unfold are something most of us with siblings know all too well: The women are doing things out of both pride and spite.

Directed by Michael Spiccia, the ad follows a similar theme as previous “It’s on Prime” ads, “Concrete Jungle” and “Double Shot Dad,” in which people used Prime to make choices and purchases that align with their lives.

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

The ad will run during Olympic coverage in North America and spotlights two of Prime’s benefits: Prime Video and fast, free Prime delivery. A long-form version of the spot will debut later this month. 

"Our newest ‘It’s on Prime’ ad celebrates the inspiring culture of sports during an Olympic summer and leading into the second half of the National Women’s Soccer League on Prime Video,” said Jo Shoesmith, VP and chief creative officer at Amazon. “The ad tells the story of Prime’s ability to adapt to every member’s unique interests, passions, and life stages in a film that captures the incredible spirit of women’s sports.”

Since its debut in 2023, the "It's on Prime" brand platform has expanded to over 12 international markets including Mexico, Brazil, Canada, the U.K., France, Italy, Spain, Germany, and most recently Japan. 

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• The best ads of 2024 (so far).
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• AMV BBDO made a striking new film for Bodyform.
• Nike’s Olympics campaign explores the winner’s mindset.
• Channel 4 made a hard-hitting Paris 2024 Paralympics ad.
• 15 hidden gems among the Cannes Lions winners.
• Meet the interns who won gold in Cannes for a poop joke.
• Nick Cohen looks back at Mads Dogs & Englishmen.

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