Olivia Wilde Directs Amazon Prime Ad Celebrating The Beauty Of Female Mustaches

As with Dove’s latest campaign to “turn its back” on unrealistic beauty filters, Amazon Prime has created a new advertisement with a positive message for women, this time focusing on the oft-overlooked topic of facial hair.

Directed by Olivia Wilde, the spot features a young lady at odds with what to do with her mustache. While she’s tempted to remove it at first, she decides against it once she remembers the numerous famed figures who’ve spotted facial hair, all thanks to Amazon Prime.

During the deliberation, the main character, aptly named Tache, lands upon the Amazon original Coming 2 America, in which Eddie Murphy dons a mustache. In addition, there are pictures of Frida Kahlo, Freddie Mercury, and other cultural icons who were known to embrace facial hair.

Feeling empowered, the woman then proceeds to order a jacket similar to the one worn by Mercury and dances along to a tune from Queen. While Amazon Prime may not be directly linked to body positivity, the commercial seems to want to appeal to consumers’ hearts instead.

Claudine Cheever, Vice President of Global Brand Marketing at Amazon, revealed that the idea behind the advertisement was to “inspire and remind the world” that Prime catered to individuals at any stage of life, whatever their needs may be.

Tache is the first of a series of commercials that will feature in the new It’s On Prime campaign, devised by Wieden+Kennedy London. According to Creative Reivew, two more spots directed by Michael Spiccia are expected to follow soon.

[via Marketing Dive and Creative Review, cover image via Amazon]