Amazon's 2024 holiday campaign showcases how small thoughtful acts can spark joy that helps to bring people together. Taking centre-stage is ‘Midnight Opus’, a heartwarming brand film, which tells the story of a theatre janitor whose hidden vocal talent is discovered and celebrated by his colleagues during his daily shift.
The spot opens on the janitor going about his daily tasks in the theatre, while quietly singing to himself. We see a glimpse of his lifelong passion for singing, as he opens his locker to reveal a picture of him as a younger man performing on stage. After his colleagues overhear his remarkable voice, which gently echoes through the empty halls of the grand building, they are moved to orchestrate a special surprise. Coming together as a community, they transform the ornate Sonnet theatre into a proper performance stage, complete with lighting, staging and, to his wonder, an instrumental backing track.
With a little help from the Amazon, the final touch is a swift delivery of an elegant black tuxedo jacket, enabling the humble star to step into the spotlight and, urged by his admiring colleagues, simply ‘Sing’. As his colleagues take their seats, the janitor performs a touching performance of the beloved 1965 Bacharach-David classic "What the World Needs Now Is Love," showcasing his spectacular and surprising vocal prowess.
The Burt Bacharach and Hal David classic "What the World Needs Now" has become a timeless anthem, covered by pop royalty, featured in beloved TV shows and films, and performed in karaoke rooms around the globe, reminding us all of the enduring power of love, connection and compassion.
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The film captures the spirit of workplace camaraderie and the joy of supporting others' dreams. It reflects how seemingly small gestures can create grand meaningful moments and celebrates the courage it takes to share one's talents.
"'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 – and we wanted to bring that ineffable emotion to life,” said Jo Shoesmith, Global Chief Creative Officer at Amazon.
Ed Smith, GM of EU Integrated Marketing at Amazon added, “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. 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.”
Produced by Amazon’s internal creative team in partnership with production company Hungry Man, and directed by award-winning director, Wayne McClammy, Amazon’s 2024 Holiday spot goes live from November 4th in the UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, Netherlands and Sweden, and in the US and Canada on November 18th and will run through December. The advert will run as a 30-second, 60-second and 90-second spot across Broadcast TV, Video On Demand, Online Video, Cinema and Social channels.
