Amazon Boxes Smile and Sing Their Way to Delivery in Brand's Christmas Ad

Amazon has released a charming Christmas spot in the U.K. that features smiling cardboard boxes traveling around the world.

The ad, by Lucky Generals, sees the boxes' distinctive Amazon logos turn into delightfully animated mouths and singing along to a cover version of songwriter/composer Roger Hodgson's "Give a Little Bit," as they take a joyous journey from the warehouse conveyor belt to around the world via truck, boats and planes. A simple but cute story of a female commuter buying a gift from Amazon's Christmas Store for a little girl provides a framework for the spot.

Nick Gordon at Somesuch directed the ad, with post by the Mill. As online retailers compete for space in the Christmas ad lineup with the glitzy efforts of bricks and mortar stores, it's a great way to give the prosaic cardboard box some personality.