Amazon Prime’s latest ad is directed by actress turned filmmaker Olivia Wilde and follows a woman who debates what to do about an unwanted moustache. She initially wants to get rid of it but changes her mind after she remembers all the famous people who sport facial hair.
She is particularly inspired by Freddie Mercury, and she orders a jacket in yellow that was inspired by his stage look. The jacket, and the Queen song that scores the ad, seem to give her the confidence to wear her moustache with pride to school. Wilde’s feature film debut was in 2019, with the charming coming of age film Booksmart. The same lighthearted approach is shown here to the characters and world-building.
The ad is not meant to be deep. It’s a bit clunky that all these celebrities are grouped together. A poster of Frida appears next to a trailer of Eddie Murphy whose film Coming 2 America is available on Prime Video.
Tache is a new spot for Amazon’s It’s on Prime Campaign, which was led by Wieden+Kennedy London. Michael Spiccia will direct two more ads.
