See how Amazon brings magic to one girl’s Christmas in holiday ad
Retailer opts for emotional narrative as rivals tout promotions
Editor's Pick
Amid rising costs and economic anxiety, many retailers are foregoing emotional messaging in favor of marketing about deals and value this holiday season. Not Amazon. As in previous years, the retail giant released a holiday video that tells a story, as Amazon tries to pack the same emotional punch of retailers like John Lewis, which is famous for its Christmas stories.
Helmed by Academy Award-winning director Taika Waititi (who directed Coke's Christmas ad in 2020 and more recently was behind last week's spot for Belvedere Vodka starring Daniel Craig) the “Joy Is Made” video depicts a young girl who is overly attached to a special snow globe. Though her father and sole caretaker appears alarmed, and at times exasperated, about her dependence on the globe, he still decides to bring the snowy experience to life. He uses Amazon to order some of the materials and enlists community members to help.
Once again Amazon worked with Lucky Generals, which created previous Christmas ads for the brand including 2020's emotive ad about a ballet dancer. Hungry Man handled production duties. The soundtrack, titled “You Hold Me Up”, is a new release by U.S. indie artist The Bones of J.R. Jones.
The spot begins airing on TV in the U.S. on Nov. 14.
Credits
- Date
- Nov 14, 2022
- Client :
- Amazon
- Agency :
- Lucky Generals
- Head of Global Creative :
- Jo Shoesmith
- VP Global Brand and Fixed Marketing :
- Claudine Cheever
- Global Director of Brand Marketing :
- Walter Frye
- GM Integrated Marketing :
- Ed Smith
- Global Head of Campaigns :
- Laura Downey
- Sr. Campaign Manager EU :
- Maite Molling
- Sr. Campaign Manager US :
- Roxanna Martinez
- Creative Program Manager :
- Tiffany Carley
- Creative Program Manager :
- Shareen Kern
- Senior Creative Producer :
- Vanessa MacAdam
- Sr. Content Acquisition Manager :
- Melissa Somoski
- Head of Indies Label Relations :
- Madeline Nelson
- Director :
- Taika Waititi
- Production Company :
- Hungry Man
- Managing Partner :
- Matt Buels
- Producer :
- Hannah Stone
- Production Services :
- Curious Film
- DOP :
- Mike Berlucchi
- Editing House :
- Cabin Edit
- Editor :
- Chan Hatcher
- Editor :
- Randy Baublis
- Post Production :
- Black Kite Studios
- Colorist :
- George Kyriacou
- VFX :
- Guillaume Weiss
- Sound House :
- No.8
- Sound Engineer :
- Sam Robson
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