Amazon's smiling boxes are back in this year's Christmas ad

Latest from Lucky Generals follows a delivery driver on her rounds

Published On
Nov 08, 2019

Editor's Pick

In Amazon's Christmas ad this year, it's not just the boxes that are smiling, but the delivery driver too.

This year's global spot, by Lucky Generals, returns to the smiling boxes motif that started in 2017's holiday ad. Perhaps in response to some of the bad PR the company gets over its treatments of employees, it depicts the boxes being transported and dropped off by an equally smiley Amazon employee. Of course, the people that receive the boxes look pretty happy too, so smiles all round. There's a heartwarming ending as the driver finishes her rounds and returns home to her own family. 

Directed by Henry-Alex Rubin at Smuggler, it's all set to Solomon Burke's "Everybody needs somebody to love." The ad debuted in the U.S. during the Ravens and Patriots Sunday Night Football Game on Nov. 3 and is also running on TV in the U.K. Media also includes online video, digital, radio, print, out of home and social, as well as Amazon box tape takeovers and beyond.