In a recent Amazon Prime advertising campaign, the retailer rethinks the pronouncements of famous strong women from myth and legend, Rapunzel and Cleopatra, as if they had access to Prime accounts. The brand advertising campaign offers a brand-new proposition: Prime changes everything. The two spots centred on women’s activism propensity on common tales by demonstrating how ordering what they require quickly changes their lives.
In one, Rapunzel grows tired of waiting for her prince to arrive, so she orders a ladder from Prime and uses it to escape out of her tower and start her own hair salon empire—only to discover in the end that she doesn’t need a prince to save her. The music for the commercial is Nicki Minaj’s “Feeling Myself,” which features Beyoncé.
After watching Eddie Murphy’s “Coming 2 America” on Prime Video, Cleopatra remembers she doesn’t have to be a primadonna in a commercial set to Sniff’ n’ the Tears’ “Driver’s Seat.” She has a change of heart and decides to gift her people things to assist them to enjoy the desert life, inspired by Prince Akeem’s kindness.
The advertising campaign is described by Amazon as “a confident, self-aware, and light-hearted look at how Prime enables positive change in a fantastic way”.
The commercials were created by Amazon’s in-house creative team in collaboration with Joint London and are airing worldwide on broadcast, radio, social, and virtual platforms, including a third-region push within the United Kingdom, Germany, Austria, and Australia. They’re directed by Wayne McClammy of Hungry Man, with cinematography by Erik Messerschmidt, who won an Academy Award for his work on “Mank.”
From September 2021, the advertising will be broadcast on TV, radio, the internet, and social media all around the world.