Wieden+Kennedy's Michael Spiccia Celebrates Women and Sports in Latest Amazon Prime Spot

Prime's ad, "The Best," celebrates women and sports and centres on the competition between twin sisters. Inspired by the competition they see while watching a National Women's Soccer League game on Prime Video, the two sisters use Prime to energise their own on and off-the-field sibling rivalry.

Directed by Michael Spiccia, the new ad follows a similar theme as the previous "It's on Prime" ads— “Concrete Jungle” and “Double Shot Dad” – Prime’s breadth of benefits adapts to wherever you are in your life and empowers you to make choices that align with your life. With its first run during the Olympic coverage in North America, the ad spotlights two of Prime’s most popular benefits: Prime Video and fast, free, delivery. Prime members can now stream the National Women’s Soccer League on Friday nights on Prime Video. A long-form version of the spot will debut later this month.

"Our newest ‘It’s on Prime’ ad celebrates the inspiring culture of sports during an Olympic summer and leading into the second half of the National Women’s Soccer League on Prime Video,” said Jo Shoesmith, vice president, chief creative officer at Amazon. “The ad tells the story of Prime’s ability to adapt to every member’s unique interests, passions, and life stages in a film that captures the incredible spirit of women’s sports.”

"Inspired by the NWSL, we were really excited to tell a story about women in soccer. We were particularly struck by the insight that, compared to the men’s game, female sports marketing often softens the portrayal of female competition. The story of two competitive sisters therefore felt like the perfect one to tell for this iteration of Amazon's ‘Its on Prime’ campaign. We were incredibly lucky to find two brilliant twins who could not only act but play soccer too," added Lucas Reis & Charlie Lanus, creative directors at Wieden+Kennedy London.

Since its debut in 2023, the "It's on Prime" global brand platform has expanded to over 12 international markets, including Mexico, Brazil, Canada, UK, France, Italy, Spain, and Germany, among others. Most recently, it expanded to Japan in June 2024 with the debut of a market-specific campaign consisting of film and OOH, with more slated to debut in September.