Is Amazon Prime a true game-changer for you? Do you long for a list of things that Prime delivers? It’s okay to admit it (to yourself, in private). Prime is a transformative service. Even ancient desert-dwelling Queens bow to its majesty.
Created in partnership with Amazon’s in-house creative team, UK agency Joint London and Hungry Man Productions, the spots in Amazon’s new campaign provide a confident, self-aware, and light-hearted look at how Prime can impact your everyday life in a positive way.
Music plays a big role in these spots, as it does in Sophia Coppola’s film, Marie Antoinette. In each case, laying today’s sounds inside an historical narrative produces an intoxicating effect for the viewer. The Rapunzel ad includes Nicki Minaj’s “Feeling Myself” featuring Beyoncé, while “Driver’s Seat” by Sniff ‘n’ the Tears is featured in the Cleopatra ad.
The campaign was shot by Erik Messerschmidt—who won the Academy Award for Best Cinematography for Mank—and directed by Wayne McClammy, whose credits include an Emmy-nominated ad for Amazon Alexa.
