Amazon Prime - ‘Tache: It’s on Prime (2023)
This is the first in a series of ads from the 'Don’t Worry Darling' filmmaker Olivia Wilde and is part of the ‘It’s On Prime’ campaign. It was launched prime time, during the Academy Awards 2023.
We see a young girl encountering some unwanted facial hair for the first time. Her initial response is to remove it, before she notices that some of her heroes rock a mustache too, like Freddie Mercury, Frida Kahlo and Eddie Murphy. In the end, she orders a bright yellow jacket, similar to the iconic one worn by the Queen frontman at Wembley Arena in 1986, and embraces her new look. The ad also features the song Cool Cat by the band.
Creative duo Georgina Brisby and Marcelo Duarte added that they loved the idea of a young woman questioning her facial hair. "It felt like such an unexplored, yet extremely relatable territory where Prime could play an inspiring role," they added. "We imagined her using Prime to learn more about incredible mustacheo-ed icons; listening to Queen, admiring Eddie Murphy’s thick ‘tache in Coming 2 America and picking up a Freddie Mercury-style jacket.