Amazon has unveiled its Christmas advert, Joy Delivered, a film about the pull of getting home for the holidays and the kindness of strangers along the way.
The 60-second advert first aired on UK TV on 6 November and is soundtracked by a bespoke rendition of The Beatles’ Golden Slumbers, which blends alternate studio takes from the original Abbey Road recording sessions.
The film follows Joy, played by New Zealand actress Kate Laidler, who recently appeared in East of Eden. When severe weather cancels her flight home on Christmas Eve, she looks at the bag of gifts she has packed for her family and decides nothing will stop her getting there. She makes it home thanks to the strangers she meets along the way, and on each leg of the journey she repays their kindness with one of the Amazon boxes from her bag, each intended for a family member.
By the time she is reunited with her mother she is empty-handed, but it is clear she was the only gift her family needed.
Shot in New Zealand
Alongside the bigger set-piece moments of the season, the campaign focuses on the more personal experience of coming home and the small acts of kindness that help people get there. The film was shot in New Zealand, whose landscapes give Joy’s journey its sense of scale.
Costumes were designed by Oscar-nominated costume designer Malgosia Turzanska. The advert was produced by Amazon’s internal creative team with production company Smuggler, and directed by three-time Emmy nominee Mark Molloy.
Across TV, Cinema and Social
Joy Delivered opens Amazon’s integrated festive brand campaign and will run nationwide as 30-, 60- and 90-second spots across broadcast TV, video on demand, online video, out of home, cinema and social media until the end of December.
It joins a busy Christmas advertising season that has already seen campaigns from John Lewis and M&S.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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