The brief was to find a unifying concept bringing all of Prime’s many services (Prime Video, music, delivery and more) under one platform - and in doing so frame Prime in a more emotional, meaningful way.

Our solution was to reposition Prime from being about availability, to discovery. Truth is, Prime caters to individuals at every stage of their lives, encouraging them to explore their personal interests through the movies they watch, music they listen to, and things they buy. You could say: whatever you’re into, it’s on Prime.

And what you’re into changes from person to person. In the case of ‘Tache, we explored the controversial story of a teenage girl being ‘into’ facial hair. This felt like a great opportunity for Prime to tap into pop culture and hero a message of inclusivity about a subject that is seldom discussed, despite being so relevant to so many people.

'Tache' follows a young girl’s emotional rollercoaster as she comes to terms with her facial hair. Initially, she is dismayed by it and contemplates how to get rid of it. Then she realizes that her icons have mustaches too, from Eddie Murphy on the Prime Video Original film Coming 2 America to Frida Kahlo and Freddie Mercury. She marches into school with newfound confidence, channeling her inner Mercury with a flamboyant yellow jacket purchased via Prime. The story is all set to the sound of Queen’s 1982 hit ‘Cool Cat’ played on Amazon Music Prime.

Our campaign is still being rolled out. Our objectives at present are for Prime to be seen as:

A multi-service platform that can help fuel interests

A culturally relevant brand

As we wait for further metrics, the fact Tache (60s, 30s, 15s) sparked conversation beyond industry bubbles in just one month, demonstrates the strength of our idea:

- We launched on Oscars night, one of the year’s biggest cultural events

- The ad gained 24m views, 2x the previous Amazon Alexa ad.

- We tapped into a culturally divisive subject: 50% of comments were ‘joyful’ while 50% were ‘angry’/‘disgusted’.

- This led to discussion: We had 5600 comments on our YouTube video and 458 people shared the spot.

- People engaged with the music: in the US, streams of Queen’s “Cool Cat” increased by 116%, digital sales by 397%, and entered the billboard charts.

(Sources: Youtube, Roku insights, Brandwatch, Luminate)