Amazon highlights that Rapunzel doesn’t need a prince in one of its latest ads, which promotes Prime service.
The spot features an Afro-American version of the famous character with very long hair and locked in a castle, who found a way out by herself – she ordered herself a ladder with Prime One Day Delivery and managed to escape. She then opens her own hairdressing salon empire, her story hits front pages of magazines and proves she doesn’t need a prince at all.
“Prime changes everything” an onscreen line reads at the end of the ad, which is scored by Nicki Minaj’s “Feeling Myself” featuring Beyoncé.
This is not the first commercial from Amazon which reworks a classic story. Another spot takes another iconic character from history, Cleopatra, and shows how her story would change if she had access to a Prime account.
Created by Amazon’s in-house creative team together with Joint London, the ads run globally on broadcast, radio, social and digital channels.