Christmas advertising took a different approach this year. Gone is the pomp and silliness that defined some previous efforts; Instead, in the wake of the pandemic and cost-of-living crisis, brands have taken a more sensible and honest approach leading up to the big day. And Amazon is no different.
Her ad, which debuted earlier this week, doesn’t focus on the gifts and presents we’ll all be sending each other this Christmas. Instead, it focused on the feel-good factor of making the most of everyday life while creating a treasured memory in the process.
For this, Amazon enlisted the talents of Oscar-winning director Taika Waititi, whose recent work includes Jojo Rabbit and Thor: Love and Thunder. In the 150-second commercial, we follow the story of a little girl (played by Anouk Christiansen) who cannot bear to be separated from her snow globe, and together with her father (played by Jared Turner) we learn that it one has an important place in her heart.
After discovering the importance of the snow globe and ordering a few everyday necessities from Amazon – which of course are delivered quickly – the father turns a humble paper shredder, fairy lights and a desk fan into a giant snow globe in the family greenhouse. The message, of course, is that with a touch of inventiveness and ingenuity, anyone can create their own delight.
The promotion concludes with the stirring song “You Hold Me Up” by American indie artist Jonathon Linaberry, who created the original track to show a friend going through hard times a support that goes beyond mere entertainment . Combined with the visual elements, the ad becomes a delightfully heartwarming package.
Amazon’s Ed Smith says, “We’re constantly inspired by the inventive spirit of Amazon customers, and we wanted to tell a story with a different take on generosity and ‘giving’ at Christmas and the joy of doing something special for someone you love. We are happy to play a small part in creating that joy, but the hero of the story is a father’s love for his child.”
Jo Shoesmith, Head of Global Creative at Amazon, adds: “We were inspired to work with Taika Waititi on this year’s TV ad. His passion for telling the story of a father and child relationship, with his signature charm and the casting choices he knew he would deliver that story was paramount.”
And if you want to make the special people in your life happy, you’re in luck: The Amazon Christmas Shop is now open.