Amazon Prime's Sweet Ads Tell Stories of a Breakup and an Aspiring Chef

The new spots from director Michael Spiccia continue the global 'It’s on Prime' campaign

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Amazon Prime offers a range of services to subscribers, including expedited free delivery and the ability to stream shows and movies on Prime Video. Wieden+Kennedy London is spotlighting just how powerful that can be with a pair of minute-long commercials directed by Michael Spiccia.

Set to Burt Bacharach’s “Always Something There to Remind Me,” the first spot, “Separation,” starts with a couple breaking up but continuing to share a Prime account. They communicate through their purchases, prompting each other to work out and socialize.

Then they realize how much they miss each other while watching romantic scenes in two Prime Originals, The Summer I Turned Pretty and Harlem, and eventually reunite.

Even sweeter is “Gourmet Guard,” which shows a security guard bored with both his job and the dull sandwiches he eats every night. Seeing a beautifully prepared meal on Prime series The Boys inspires him to get into cooking.

He uses his Prime membership to buy equipment and cookbooks and stream James May: Oh Cook!, sharpening his skills until he feels confident enough to apply for a job as a chef.

“We wanted to highlight that Amazon Prime is more than a hub for entertainment and fast free delivery—Prime also encourages you to explore your personal interests, desires and needs,” W+K London creative directors Charlie Lanus and Lucas Reis said in a statement.

The new ads are part of the global “It’s on Prime” campaign, which launched in March with “Tache,” a spot directed by Olivia Wilde showing a young woman coming to accept her facial hair by watching the Amazon Original film Coming 2 America, streaming Queen on Amazon Music, and wearing a Freddie Mercury-inspired outfit.

“With the three ‘It’s on Prime’ commercials—’Tache,’ ‘Gourmet Guard’ and ‘Separation’—we are communicating Prime membership in a way that captivates, inspires, and leaves the lasting impression that Prime brings you closer to what you care about,” Amazon vp of global brand marketing Claudine Cheever said in a statement.


Agency: Wieden+Kennedy London
Creative directors: Charlie Lanus, Lucas Reis
Executive creative director: Susan Hoffman
Creatives: Georgina Brisby and Marcelo Duarte – Separation; Brendan Madden and Spencer Llewellyn – Gourmet Guard
Group account director: Lucy Murray
Account director: Emily Gower
Account director: Abi Devine
Account manager: Louis Haines
Chief strategy officer: Dan Hill
Strategy director: Rory Foster
Planner: Melanie Eckersley
Comms planner: Anjali Patel
Heads of production: Rich Adkins, Amy Leach
Producer: James Laughton
Assistant producer: Ross Taylor
Head of business affairs: Helena Tomas
Business affairs coordinator: Lenya James
Production company: MJZ
Director: Michael Spiccia
MD: Lindsay Turnham
Executive producer: Dickie Jeffares
Production company producer: James Waters
Production manager: Davina Abrahams
Director of photography: Chris Blauvelt
Production designer: Fiona Crombie
Editorial company: Trim
Editor: Paul Hardcastle
Co-editor: Josh Mannox
Edit producer: Tatyana Alexandra
VFX company: Time Based Arts
VFX head of production: Tom Johnson
VFX producer: Tom Manton and Mia Saunders
VFX supervisor: Richie White
Colorist: Simone Grattarola
Sound company: King Lear
Sound designer: Jack Sedgwick
Sound producer: Suzy Macgregor
Music supervision GG: Twenty Below Music

Amazon Prime

VP global brand marketing: Claudine Cheever
Global chief creative officer: Jo Shoesmith
Director global Prime & retail marketing: Deborah Curtis
Global head of Prime marketing: Adam Craw
Worldwide head of creative production: David Connell
Group creative director: Christopher See
Creative director: Chris Whitehead
Creative director: Jackie Meyer
Senior global brand planner: David Gonzales
Senior creative program manager: Nicole Miller
Creative program manager: Crystal Davis
Head of marketing and Prime, Mexico Gabriel Mas
Head of Brand Marketing, Mexico: Eduardo Gomez
Head of mass marketing & brand, Brazil: Lillian Dakessian
Senior brand manager, Brazil: Lara Camargo
EU marketing lead: David Still

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