By bus, by snowplow, by boat and by taxi. The journey of the protagonist of Amazon’s Christmas ad is complex, but it has a happy ending. As does happiness during the holidays or the company’s delivery service, according to the message created by Amazon XCM, Amazon’s internal creative team, for this year.

Under the title “Joy Delivery,” Amazon tells the story of Joy, played by New Zealand actress Kate Laidler, who is trapped in an airport after all flights are canceled and is forced to chain multiple means of transportation in order to be reunited with her mother. Fortunately for her, the kindness of a good handful of strangers comes to light and she manages to reach her destination. As a token of gratitude, he delivers along the way the gifts that were originally intended for his family.

The piece, produced by Smuggler, runs for more than two minutes to the rhythm of a version created specifically for the occasion of the song “Golden Slumbers” by The Beatles; and finds a delicate balance between brand storytelling and product display, making the breadth of the company’s catalog naturally integrated into an entertaining and exciting story.

“The holidays are one of the busiest times of the year, and Amazon’s role is to make things easier so customers can spend more time on what really matters.“said Jo Shoesmith, Vice President and Global Brand Director of Amazon, as stated adweek. “Whether it’s helping them find special gifts from a huge selection or making sure they arrive quickly with Prime, Amazon takes care of the details so customers can focus on the people they love.”.

The board ensures that the story honestly reflects what Amazon does at this time of year, which goes beyond moving packages from one point to another and involves helping people deliver something that really has meaning. In addition, the ad emanates a feeling of community that reflects both the work of the Amazon team and the desire that the company claims to have perceived in society.

The piece has been worked on by combining traditional production techniques and artificial intelligence tools. It has included the production company Work Offline, the post-production studio Alt.vfx and the media agency Omnicom NYC.
It is disseminated through its own channels and social networks, as well as in paid media, television, connected television (CTV) and cinema.