The Drum Awards Festival - Extended Deadline

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By Amy Houston, Senior Reporter

May 25, 2023 | 2 min read

Award-winning director Michael Spiccia lends his creative touch to the latest iterations of the ‘It’s On Prime’ brand campaign.

In the first ad, viewers see a young couple through a separation and the intense emotions that come with such a big life change. Everywhere each of them turns they are reminded of one another.

The other short follows a hungry security guard working the night shift. The culinary enthusiast, bored with his meal options on the job, finds inspiration from Prime Video shows to go on and prepare delicious meals through cookbooks and kitchen necessities.

Created by Wieden+Kennedy London, the films follow on from the launch of ‘Tache’, directed by Olivia Wilde, which has amassed more than 25m views on YouTube so far.

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Claudine Cheever, vice-president of global brand marketing at Amazon, said: “Our latest commercials strike a balance between showcasing the Prime commitment to helping you get more out of whatever you’re into, and wherever life takes you.

“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.”

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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