Amazon has just launched "Midnight Opus," its 2024 holiday campaign that highlights how little acts of kindness can go a long way.
Produced by Amazon in collaboration with Hungry Man Productions and director Wayne McClammy, the heartwarming commercial tells the tale of a theater janitor who gets to relive his dream thanks to the help of his friendly coworkers.
A callback to the good old days, the spot features a charming rendition of the classic 1965 song "What the World Needs Now Is Love" by Hal David and Burt Bacharach.
In a statement, Amazon Global Chief Creative Officer Jo Shoesmith highlighted how the spot celebrates the small joys of being kind:
"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.”
Amazon General Manager of EU Integrated Marketing Ed Smith added that Amazon's customers served as the inspiration for the touching campaign.
The commercial runs across broadcast TV, VOD, online video, cinema, and Amazon's social channels beginning November 4 in Austria, Belgium, France, Germany, Ireland, Italy, Netherlands, Spain, Sweden, and the U.K.
Meanwhile, it will premiere in Canada and the U.S. on November 18, running through December.
Back in August, Amazon Prime launched another inspiring spot that told the story of twin sisters who shared a love for football.
Love, Sweet Love
The 90-second spot begins in a theater on a cold winter evening.
As the theater staff closes down, a janitor begins his shift, cleaning up the establishment while singing quietly to himself.
In one scene, he unlocks his locker to reveal a photo of himself singing on stage as a younger man.
Unbeknownst to him, his stellar voice catches the attention of multiple coworkers listening intently.
Two staff members in particular decide to surprise him by ordering a black tuxedo jacket similar to the one in his photo.
Thanks to Amazon, the jacket shows up on time for a holiday surprise organized by his coworkers. They get him up on stage, dimming the lights and putting him in the tuxedo as someone in the audience raises a sign that says "SING."
The spot concludes with him reliving his younger days as he beautifully sings "What the World Needs Is Love" to an audience of his coworkers, who watch teary-eyed.
With a captivating story that's sure to warm the hearts of audiences everywhere, the spot successfully utilizes brand storytelling to get Amazon's message across.
Brands that wish to create emotionally impactful stories can learn from the campaign's use of nostalgia and timing.
