The ‘Prime changes everything’ campaign takes well-known stories or moments in history and reimagines them for the better. The protagonists use the benefits of a Prime membership to overcome their challenges so they can nail it at life.

In our version of Rapunzel, a traditionally white, patriarchal story is reclaimed as a tale of black female empowerment, with Prime in a supporting role. Instead of waiting for her prince, our Rapunzel is a savvy entrepreneur who uses Amazon Prime to rewrite her destiny, escaping the tower and creating her own hairdressing empire.