Amazon Prime has launched two new adverts as part of its global brand platform, “It’s On Prime,” aimed to position the service as a membership that brings users closer to what they care about.

The campaign, in partnership with Wieden & Kennedy, features two new ads directed by Michael Spiccia of MJZ.

“Concrete Jungle” addresses the theme of ‘New Beginnings”, whereas “Double Shot Dad” depicts a new father finding his feet and channeling energy from coffee while balancing work and parenthood.

Both debuted in the U.S. during Dick Clark’s New Year’s Rockin Eve broadcast and is expected to feature by out-of-home, social, and digital display ads.

Other global markets, including Canada, Mexico, Brazil, Europe, and Australia, are also expected to run the work later this year.

The news comes as the ecommerce giant recently announced it is to introduce adverts to its Prime Video streaming service from 5 February 2024.

From next month, users of the streaming service in the UK and Germany will see “limited” adverts unless they pay £2.99 per month to remove them.

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