Prime changes everything - Rapunzel doesn’t need a prince

Amazon and London creative agency Joint use well known characters Rapunzel and Cleopatra, in their campaign for Amazon Prime which launched in the US this week.

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The work is a provocative reimagining of popular fairytales and historical events, we see new versions of the iconic characters overcome adversity with access to Amazon Prime.

A frustrated Rapunzel tires of waiting for her prince to free her from her tower and breaks free thanks to a ladder delivered by Amazon Prime. 

The campaign was written by PJ Kirby, Rory Robinson, Algy Sharman and Jack Brough, and directed by Wayne McClammy at Hungry Man.

It will come to life globally across TV, Radio, Digital and Social.


Obsessed by effectiveness and driven by creativity, Joint is a happy collection of expert strategists, creatives and producers. We place our clients and their business at the heart of everything we do. We relish a challenge and we believe relentless collaboration is our best chance of success.