See how Amazon brings magic to one girl’s Christmas in holiday ad

Retailer opts for emotional narrative as rivals tout promotions

Published On
Nov 13, 2022

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.


Nov 14, 2022
Client :
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
Mike Berlucchi
Editing House :
Cabin Edit
Editor :
Chan Hatcher
Editor :
Randy Baublis
Post Production :
Black Kite Studios
Colorist :
George Kyriacou
Guillaume Weiss
Sound House :
Sound Engineer :
Sam Robson

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Project Type