The retailer’s new festive advert focuses on a janitor working at a theatre whose hidden talent is discovered by colleagues who then order him a gift from Amazon.
Following a swift delivery of a black tuxedo jacket, the janitor takes to the theatre stage and is prompted by colleagues to sing. Staff take their seats while the janitor performs a powerful rendition of What The World Needs Now Is Love by Burt Bacharach and Hal David.
The advert aims to highlight the spirit of workplace connections and supporting each other’s dreams. Amazon said it reflects how “seemingly small gestures can create grand meaningful moments”.
The campaign was produced by Amazon’s internal creative team in partnership with production company Hungry Man, and directed by award-winning director, Wayne McClammy.
The ad is already live in the UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, The Netherlands and Sweden, and will be available in the US and Canada on November 18 and run through December.
Amazon global chief creative officer Jo Shoesmith said: “‘Midnight Opus’ is a story that celebrates the joy from doing something special for the people in your life. 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. We wanted to bring that ineffable emotion to life.”
Amazon general manager of EU integrated marketing Ed Smith added: “I love that our community of thoughtful and inventive customers are the inspiration for our campaign. We are honoured to play even a small part in helping make these moments of connection and generosity possible.
“We hope that ‘Midnight Opus’ inspires viewers to embrace the spirit of lifting each other up this holiday season, and feel they can relate to the story whether they’re the ones following their dreams, or supporting others in achieving theirs.”
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