Amazon has ushered in the festive period with its new Christmas ad, 'Joy is Made'. Directed by Taika Waititi, it tells the story of a father connecting with his daughter over the shared joy of a snow globe.
Christmas ads have taken a different approach this year. Gone is the pomp and silliness which has defined some previous efforts; instead, in the wake of the pandemic and the cost of living crisis, brands have taken a more meaningful and sincere approach in the build-up to the big day. And Amazon is no different.
Their advert, which debuted earlier this week, chooses not to focus on the gifts and presents we will all be sending each other this Christmas. Instead, it chose to focus on the feel-good factor of making the most out of the everyday and creating a cherished memory in the process.
To do this, Amazon enlisted the talents of Academy-award-winning director Taika Waititi, whose recent credits include Jojo Rabbit and Thor: Love and Thunder. In the 150-second advert, we follow the tale of a little girl (played by Anouk Christiansen) who cannot bear to be separated from her snow globe, and along with her father (played by Jared Turner), we learn that it has an important place in her heart.
After discovering the snow globe's significance and ordering a few everyday essentials on Amazon - which is speedily delivered, of course - the father turns a humble paper shredder, fairy lights and a desk fan into a giant snow globe in the family greenhouse. The message, of course, is that with a touch of inventiveness and resourcefulness, anyone can make their own joy.
Capping the advert off is the rousing song 'You Hold Me Up' by US indie artist Jonathon Linaberry, who created the original track to show support beyond just conversation to a friend going through tough times. Paired with the visuals, the ad comes together in one delightfully heart-warming package.
Ed Smith from Amazon says: "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 creating that joy, but the story's hero is a father's love for his child."
Jo Shoesmith, head of global creative at Amazon, adds: "We were inspired to collaborate with Taika Waititi on this year's TV advert. His passion for telling the story of a relationship between father and child, with his trademark charm, and the casting choices he knew would deliver that story, was paramount."
And if you want to make your own joy for the special people in your life, you're in luck: the Amazon Christmas Shop is now open.