Amazon has enlisted Hollywood star Olivia Wilde to direct a unique new commercial to showcase the benefits of using its ‘Prime’ service.

Developed in partnership with creative agency Wieden + Kennedy London, the hero film will form part of a wider brand campaign set to be rolled out across the globe throughout 2023.

Telling the story of a young woman struggling with her image and self-confidence, the film is an affirmation of the power of individuality seen through the lens of teenage angst.

“We wanted to inspire and remind the world that Prime caters to individuals, at any stage of life,” Amazon vice-president of global brand marketing, Claudine Cheever said.

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“Prime might be one single membership, but there are so many easy and fun ways it uniquely connects you to the things that matter most. Whenever, wherever or whatever you want, ‘It’s on Prime.’”

The spot will be followed by two more films directed by Michael Spiccia, with further executions across TV, cinema, social and digital advertising supporting the brand campaign.

Wieden + Kennedy London creative directors, Charlie Lanus and Lucas Reid added: “We wanted to highlight that Prime is more than a hub for entertainment and fast, free delivery – Prime also encourages you to explore and enjoy your personal interests, desires, and needs.

“Whether your thing is music and movies, makeup and clothes, or cooking and groceries, Prime can get it to you quickly and easily.”