Amazon’s Christmas commercial invites us to keep going despite the pandemic.
The Christmas commercials are each year the most anticipated. It is, along with the Super Bowl, the time when brands throw all the meat on the grill. One of the most active brands is Amazon, which has one of the peak moments of the season in its Christmas campaign. And it is the first to present a Christmas advertisement linked to the pandemic that we are experiencing.
A totally different ad than the Christmas ads made previously and that had their boxes as the main protagonists. And that is the challenge that brands face for this Christmas campaign, a balance between the commercial and the emotional message in a world radically different from last year.
The Amazon’s Christmas commercial is titled “The Show Must Go On” and is made by the agency Lucky Generals. In it we see a story of a dream cut short by the pandemic. A young ballerina gets the main role in the next ballet school performance, but while she conscientiously prepares the work, it is canceled due to Covid19. Despite everything, she continues to practice and rehearse in the spaces that she can.
Faced with this situation, the rest of the neighbors who have seen her rehearse prepare a place for her to perform. This place is the terrace of the building, where all the neighbors can see it from their houses. A very common situation during the pandemic that we have all encountered during confinement.
According to Simon Morris, Amazon Vice President of Global Creativity: “Our holiday campaign is inspired by and pays tribute to the unbeatable human spirit and power of community that we have witnessed so often this year.”
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