Amazon Prime's New Campaign Features a Female Moustache

Amazon's new global campaign with the "It's on Prime" slogan highlights the benefits of Prime membership. Created with Wieden+Kennedy London and directed by Olivia Wilde, the campaign debuted at the Oscars.

The "Tache" spot follows a young woman's journey as she learns to accept her unwanted facial hair and, using Amazon Prime, finds products — including clothes and music — that help her feel comfortable in her own skin.

The campaign launches first in the United States and Canada before rolling out to additional countries throughout 2023. The strategy sees Amazon use emotional resonance to promote the core benefits of its flagship subscription service.

Amazon once again uses emotion as a lever to elevate its Prime offer, pairing music, streaming, shopping and delivery benefits with creatives that carry a positive message.

The hero spot, "Tache," features a distressed young woman searching for ways to remove unwanted facial hair — until she takes a look around her. She notices a device streaming Amazon's original film "Coming 2 America" — featuring a moustachioed Eddie Murphy — along with photos of artist Frida Kahlo and a Freddie Mercury bobblehead. Seeing these moustachioed icons, the character finally feels empowered to keep her upper-lip accessory. The confident protagonist ends up ordering a jacket similar to one worn by Mercury through Amazon, and dances to Queen's "Cool Cat."

The spot appears designed to break the stigma around female body hair.

"We wanted to inspire and remind the world that Prime serves individuals at every stage of life," said Claudine Cheever, Amazon's Vice President of Global Brand Marketing, in a statement.