Kindness in the spotlight in Amazon’s Christmas ad

Amazon has launched it 2024 Christmas ad campaignp, premiering during ITV’s Coronation Street on 4 November.

The advert follows the quiet journey of a theatre cleaner whose hidden talent for singing is recognised thanks to a thoughtful act of kindness from his co-workers.

“‘Midnight Opus’ is a story that celebrates the joy from doing something special for the people in your life,” said Jo Shoesmith, global chief creative officer at Amazon.

“I think we all know how wonderful it feels to be the recipient of even the smallest act of kindness – whether that be a thoughtful gift or an encouraging word – and we wanted to bring that ineffable emotion to life.” 

Produced by Amazon’s in-house creative team, and directed by Wayne McClammy, the ad is set to Burt Bacharach’s hit ’What the World Needs Now is Love’. The underdog janitor is surprised by his colleagues with an Amazon delivery providing a tuxedo jacket to complete the janitor’s outfit for his big moment to sing on stage. 

“I love that our community of thoughtful and inventive customers are the inspiration for our campaign, we are honored to play even a small part in helping make these moments of connection and generosity possible,” said Ed Smith, GM of EU integrated marketing at Amazon.

”We hope that ‘Midnight Opus’ inspires viewers to embrace the spirit of lifting each other up this holiday season and that they feel they can relate to the story, whether they’re the ones following their dreams, or supporting others in achieving theirs.”

The ad will air across UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, Netherlands and Sweden, and in the US and Canada through December with coverage on TV, video on demand, online video, cinema and social channels.