The campaign "Rapunzel, Cleopatra," developed for Amazon by Joint and launched in the UK in August 2021, centers on repositioning traditional narratives through a modern lens that aligns with Amazon Prime's core service proposition: convenience and speed in eCommerce. By using the iconic figure of Rapunzel, the creative angle challenges outdated dependency tropes—"Rapunzel doesn’t need a prince"—to emphasize self-sufficiency enabled by Amazon's one-day delivery.
This strategically taps into evolving consumer values around independence and empowerment, particularly within the tech-savvy UK market, where fast and reliable access to electronics and technology products is highly valued. The campaign leverages a performance genre in film format to highlight Amazon Prime's practical benefit—rapid delivery on thousands of items—thereby differentiating the service in a competitive online retail market.
The insight underpinning the campaign is that convenience transcends traditional storytelling and consumer expectations; today’s shoppers prioritize immediate fulfillment without waiting or dependence on others. By reimagining a well-known fairy tale character as an empowered individual who relies on Amazon rather than a prince, the campaign makes the brand proposition relatable and culturally resonant. This approach effectively targets tech-oriented consumers who appreciate a seamless, efficient shopping experience in electronics and technology categories.
Supporting this, the campaign’s significant engagement metrics—over 18 million views and thousands of likes and comments—reflect successful audience resonance and digital reach. Overall, the campaign positions Amazon Prime not only as a delivery service but as an enabler of independence and modern convenience, reinforcing its value proposition in the competitive eCommerce electronics sector.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign is most likely employing the "Parody or Borrowed Format" creative technique. The titles "Rapunzel" and "Cleopatra" directly reference iconic historical and fairy tale figures, suggesting the ad reinterprets or parodies these well-known cultural stories. The YouTube title “Rapunzel doesn’t need a prince” explicitly signals a twist on the classic narrative, and the campaign leverages Amazon Prime’s benefits as the catalyst for the modernized scenario. Rather than a straightforward demonstration or testimonial, the brand borrows familiar plots and characters to create a pop-culture-driven, humorous context that is immediately recognizable and engaging for viewers.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. **Currys** – Positioned as a leading UK electronics retailer, Currys focuses on an extensive product range and in-store customer service. They emphasize tech expertise, competitive pricing, and convenient omnichannel shopping experiences, differentiating with strong physical retail presence alongside a growing eCommerce platform.
2. **Argos** – Argos leverages its fast availability and extensive product catalogue in electronics and technology, offering same-day or next-day delivery and convenient click-and-collect options. Their hybrid digital and catalogue retail model focuses on convenience and speed to capture broad customer segments.
3. **Apple Store (Online UK)** – Apple positions itself as a premium technology brand, offering exclusive product ecosystems and seamless integration across devices. Their online store targets customers seeking cutting-edge innovation, brand prestige, and high-quality customer experience within electronics retail.
4. **John Lewis & Partners** – Known for exceptional customer service and trust, John Lewis differentiates itself in electronics by combining high-quality product curation with strong warranty and after-sales support. Their omnichannel approach appeals to value-conscious yet quality-seeking consumers.
5. **AO.com** – AO.com specializes in white goods and consumer electronics with a focus on competitive pricing, straightforward online shopping, and fast delivery. They differentiate through a customer-centric approach, emphasizing ease of purchase and reliability in the ecommerce electronics space.
Q: What is Rapunzel, Cleopatra about?
A: Rapunzel, Cleopatra is a professional campaign created for Amazon by the agency Joint and launched in the United Kingdom in 2021. The campaign uses film as its medium and targets the electronics and technology sector, focusing on Amazon Prime’s one-day delivery service. By reimagining iconic figures like Rapunzel and Cleopatra, the campaign challenges traditional narratives of dependency, positioning Amazon Prime as the enabler of modern independence and convenience. With over 18.5 million views and significant engagement, the campaign demonstrates Amazon’s commitment to innovation and customer-centric solutions in the fast-paced eCommerce landscape.
Q: What creative device does Rapunzel, Cleopatra use?
A: Rapunzel, Cleopatra employs the Parody or Borrowed Format, classified as FORMAT#12 in Clapboard’s 12-format taxonomy. This creative technique involves referencing or parodying well-known pop culture stories, in this case, the classic tales of Rapunzel and Cleopatra. The campaign modernizes these narratives by placing the characters in contemporary scenarios where Amazon Prime’s rapid delivery replaces traditional rescue or dependency tropes. By leveraging familiar cultural icons and twisting their stories, the campaign creates immediate recognition and engagement, aligning Amazon’s service with empowerment and modern consumer expectations.
Q: What is the campaign proposition for Rapunzel, Cleopatra?
A: The campaign proposition for Rapunzel, Cleopatra centers on repositioning Amazon Prime as a catalyst for independence and immediacy in the eCommerce electronics and technology market. By targeting tech-savvy UK consumers, the campaign asserts that convenience and speed—embodied by Prime’s one-day delivery—are essential in today’s shopping experience. The creative reframing of Rapunzel as self-sufficient underscores Amazon’s message that modern shoppers need not wait or depend on others, making the brand’s value proposition culturally relevant and resonant for consumers who prioritize efficiency and autonomy in their purchasing decisions.
Q: How does Rapunzel, Cleopatra rank in Clapboard's archive?
A: Rapunzel, Cleopatra holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Amazon's category?
A: In the UK electronics and technology eCommerce sector, Amazon faces competition from several key players. Currys is recognized for its extensive product range and strong in-store expertise, while Argos emphasizes fast availability and a hybrid digital-catalogue model for convenience. The Apple Store (Online UK) targets consumers seeking premium innovation and seamless device integration. John Lewis & Partners is known for trusted customer service and high-quality product curation, and AO.com focuses on competitive pricing and reliable, customer-centric online shopping for consumer electronics and white goods.
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