NEW YORK, Tuesday: Amazon has taken on some serious director power for its global Christmas advertising campaign, enlisting Oscar-winning Kiwi director Taika Waititi to make it.
The “heart-warming” ad was conceived by US creative agency Lucky Generals.
The spot, called Joy is Made, follows a father-and-daughter relationship. There’s also enough hints along the way (photos, set dinner place, etc) that the mother is missing, presumably having passed away.
“We won’t give the end away, but you can check out the short version (above) and a long version (below).”
The spot’s set to the rather un-Christmassy You Hold Me Up by folk band The Bones of J R Jones and follows the young girl’s obsession with a snow globe that she takes everywhere.
We won’t give the end away, but you can check out the short version (above) and a long version (below).
Amazon marketing GM Ed Smith said: “We’re constantly inspired by the inventive spirit of Amazon customers, and we wanted to tell a story with a different view of generosity and giving at Christmas, and the joy from doing something special for someone you love,.
“We’re happy to play a small part in the creation of that joy, but the hero of the story is a father’s love for his child,” Smith said.
- View the extended two-and-a-half-minute version below
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