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Amazon Prime Bets on Women's Soccer to Redefine What's Best
Amazon's 'The Best' is a 2024 film campaign created by Wieden+Kennedy London for the United States market that unites the Prime subscription's streaming, shopping, and lifestyle dimensions under the tagline 'Streaming. Shopping. Striving. It's on Prime,' using the aspirations of young women footballers to reframe Prime as a platform for ambition, not merely convenience.
Published in August 2024, the campaign comprises a single media asset — a film that premiered during Olympic coverage in North America before extending into the second half of the National Women's Soccer League season on Prime Video. The timing is deliberate: Olympic summer 2024 generated sustained cultural attention around women's sport, and Amazon moved quickly to anchor Prime inside that conversation. Jo Shoesmith, Vice President and Chief Creative Officer at Amazon, stated the 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,' as reported by LBBOnline. The campaign earns a Clapboard Score of 63 out of 100, reflecting competent strategic alignment tempered by limited creative risk.
The narrative follows twin sisters who watch women's soccer together, compete with each other on the pitch, and use Prime to source soccer equipment and nutritional products to support their training. That loop — inspiration, competition, purchase, progress — collapses the distance between entertainment and eCommerce into a single subscription. In the United States, where Amazon holds a commanding position in online retail, the campaign does not need to introduce Prime; it needs to deepen its emotional relevance. 'The Best' attempts exactly that, positioning Prime not as a delivery mechanism but as an enabler of personal striving.
Amazon holds approximately 37.6 percent of US online retail sales, according to Market Us, making it the dominant force in domestic eCommerce by a considerable margin. Walmart, its closest brick-and-mortar-rooted rival, holds approximately 6.4 percent of US online retail, per market.us, underscoring the scale of Amazon's lead. Yet market dominance does not insulate a brand from the need to sustain emotional relevance, particularly as subscription fatigue becomes a documented consumer concern across streaming and retail bundles alike.
'The Best' addresses this challenge not through product claims but through cultural alignment. Creative directors Lucas Reis and Charlie Lanus noted they were inspired by the NWSL, as reported by LBBOnline, recognising that women's soccer in the United States had reached a cultural inflection point accelerated by the 2023 FIFA Women's World Cup and sustained by growing Prime Video broadcast rights for the league. The campaign connects Prime's dual identity — streamer and retailer — to a sport whose audience skews toward digitally engaged, value-conscious consumers who are already predisposed to subscription services.
Strategically, 'The Best' extends the 'It's on Prime' brand platform that Amazon launched in March 2023, rather than establishing a new strategic direction, per wklondon.com. That continuity matters: sustained platform thinking allows individual executions to borrow equity from prior campaigns rather than rebuilding brand meaning from scratch each cycle. Lucky Generals, Amazon's first British agency according to canny-creative.com, helped establish earlier Amazon creative pillars in the UK market, while Wieden+Kennedy London now carries the Prime platform forward into sport-specific cultural territory in the United States. The result is a campaign that reads less like advertising and more like a brand deepening its existing cultural commitments.
Director Michael Spiccia brings a distinctly kinetic sensibility to 'The Best,' using the physical language of women's soccer — training drills, footwork, competitive glances between siblings — to generate emotional tension without dialogue-heavy exposition, as documented by shots.net and LBBOnline. Spiccia, working through production company MJZ London with local production support from Virtual Films, constructs the twin-sisters narrative as a visual argument: that striving and shopping are not separate behaviours but expressions of the same drive toward self-improvement.
The film format — initially a 30-second cut for television and online distribution, with a longer version announced for later in August 2024 per The Drum and shots.net — is calibrated for the fragmented attention environment of the US digital media landscape. A single media asset must function across broadcast adjacencies during Olympic coverage, social media feeds, and Prime Video pre-roll simultaneously. Spiccia and the Wieden+Kennedy London team resolve this constraint by front-loading visual energy: the opening frames establish competitive stakes immediately, ensuring the film communicates its core idea before a viewer can scroll away.
Creative directors Lucas Reis and Charlie Lanus, as reported by News Designrush and LBBOnline, structured the narrative so that Prime's product features — equipment discovery, fast delivery, streaming access — appear as natural consequences of the sisters' ambition rather than as advertised benefits. This embedded product logic is a hallmark of Wieden+Kennedy's approach to performance-adjacent brand work: the commercial transaction is present but never foregrounded. The result is a campaign that uses sport's inherent emotional grammar — rivalry, support, progress — to carry Amazon's value proposition into audiences who might otherwise tune out a conventional eCommerce advertisement.
No independently verified third-party performance data for 'The Best' has been published by Amazon or Wieden+Kennedy London. According to Clapboard's own tracking, the campaign recorded 78,068 views and 452 likes on the platform at the time of submission, alongside zero documented comments — a engagement profile that suggests broad distribution without deep community activation.
Structurally, the campaign's effectiveness rests on three measurable pillars: timing precision, platform coherence, and narrative efficiency. The August 2024 premiere during Olympic broadcast coverage in North America placed the film in front of an audience already primed for women's sport content, reducing the cost of contextual relevance. Prime Video's existing NWSL broadcast rights created a second distribution runway, allowing the same creative asset to function as both brand advertising and content promotion — a dual role that maximises return on a single media asset investment.
Amazon's broader eCommerce position in the United States — approximately 37.6 percent of US online retail sales, according to market.us — means that 'The Best' does not need to drive immediate conversion so much as it needs to reinforce subscription retention and expand emotional scope. By anchoring Prime to the cultural moment of women's soccer rather than to a promotional event, the campaign builds the kind of association equity that supports long-term subscriber loyalty rather than short-cycle sales spikes. The Clapboard Score of 63 out of 100 reflects a campaign that executes its strategic brief with competence and cultural awareness, while stopping short of the creative distinctiveness that would elevate it into the upper tier of Prime's own creative lineage.
'The Best' was created by Wieden+Kennedy London for Amazon Prime. The film was directed by Michael Spiccia through MJZ London, with local production handled by Virtual Films. Creative directors Lucas Reis and Charlie Lanus led the concept, as documented by LBBOnline and shots.net. The campaign published in the United States in August 2024.
The tagline is 'Streaming. Shopping. Striving. It's on Prime.' This three-part line connects Prime's entertainment and retail functions to personal ambition, extending the 'It's on Prime' brand platform that Amazon launched in March 2023, per wklondon.com. The tagline structures the campaign's narrative around aspiring women soccer players in the United States.
'The Best' features aspiring women footballers, specifically connected to the National Women's Soccer League on Prime Video. The campaign premiered during Olympic coverage in North America in August 2024. Jo Shoesmith, Amazon's Chief Creative Officer, confirmed the ad celebrates women's sport culture during Olympic summer, as reported by LBBOnline.
'The Best' extends the 'It's on Prime' platform launched in March 2023, per wklondon.com, rather than introducing a new strategic direction. It uses a twin-sisters narrative to show streaming and shopping as expressions of the same ambition, reinforcing Prime's position across the United States as an all-in-one lifestyle subscription rather than a single-function service.
Amazon's 'The Best' earns a Clapboard Score of 63 out of 100. The score reflects competent strategic alignment — strong timing, platform coherence, and sport-cultural relevance in the United States — balanced against limited creative risk. The campaign executes its brief effectively without reaching the creative distinctiveness of Prime's strongest prior work.
'The Best' premiered in August 2024 during Olympic broadcast coverage in North America, as reported by The Drum and shots.net. A 30-second version launched first, with a longer cut announced for later that month. The campaign then extended into the second half of the National Women's Soccer League season on Prime Video across the United States.
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