Amazon's Mother's Day ad pays tribute to trailblazing couriers in India

Lisa Gunning of Imperial Woodpecker directs uplifting film about the country's all-female delivery stations

Published On
May 06, 2022

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Amazon is paying tribute to the all-female delivery stations of India in an uplifting Mother's Day film.

The spot, directed by Lisa Gunning of Imperial Woodpecker on location in India, centers on a female driver on her motorbike delivering Amazon parcels across towns, villages and rural areas. Among them are recipients of Mother's Day gifts, and at the end of the day, we see the driver with her own daughter, as she's also a mom.

Set to James Brown track "Man's World," the spot shines a light on these all-female delivery stations, which are owned by women and run by women. As Amazon explains, these stations provide a source of financial independence, once reserved only for the men of India.

The spot was also shot by an all-female crew. In addition to Gunning, the cinematographer, editor, and heads of each department on set were all women.

"This story is 100% about empowering women," said Jo Shoesmith, Amazon's executive director of global creative. "Giving them the opportunity to provide for their families. Who better to tell that story than women?”

The ad is running globally including in the U.S. and U.K.

See the behind-the-scenes film about the ad below.