Amazon today launches its 2022 global Christmas advert, directed by Academy Award® winner Taika Waititi (Jojo Rabbit, Thor: Love and Thunder). Telling the story of a child’s affection for a festive snow globe and a father’s plan to create joy for his child by making a life-size version of this prized possession, the ad explores the idea that during the festive season, ‘joy is made’.
The full-length ad opens with a father and daughter in their house at Christmas, and we quickly learn the little girl doesn’t like to be parted from her much-loved snow globe. As the father comes to realize the importance of the snow globe to his child, he is inspired to do something very special. With a little help from the community and the purchase of a simple paper shredder on Amazon which is speedily delivered, the father sets out to create a life-size version of the child’s favorite toy.
“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," said Ed Smith, EU GM of Marketing at Amazon. "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.”
The advert, produced by advertising agency Lucky Generals and production company Hungry Man, was directed by Academy Award® winning writer, director, and actor Taika Waititi. Originally from New Zealand, Waititi's recent credits include Thor: Love and Thunder and Thor: Ragnarok, Jojo Rabbit, indie films Hunt for the Wilderpeople, What We Do in the Shadows, Boy, and the Oscar® nominated short film Two Cars, One Night.
The father is played by New Zealand-born Australian actor Jared Turner and the child is played by Anouk Christiansen.
The song featured is “You Hold Me Up”, a new release by US Indie artist The Bones of J.R. Jones. Singer, guitarist, and songwriter Jonathon Linaberry created the original track as a way of showing support beyond just conversation to a friend who was going through a tough time.
“We were inspired to collaborate with Taika Waititi on this year’s TV advert. The passion he had 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,” said Jo Shoesmith, Head of Global Creative, Amazon.
Amazon Campaign Team
Jo Shoesmith – Head of Global Creative
Claudine Cheever – VP Global Brand and Fixed Marketing
Walter Frye, Global Director of Brand Marketing
Ed Smith – GM Integrated Marketing, EU
Laura Downey – Global Head of Campaigns: Amazon Brand
Maite Molling – Sr. Campaign Manager, EU
Roxanna Martinez – Sr. Campaign Manager, US
Tiffany Carley – Creative Program Manager, US
Shareen Kern – Creative Program Manager, EU
Vanessa MacAdam – Senior Creative Producer, US
Melissa Somoski – Sr. Content Acquisition Manager, Music Licencing
Madeline Nelson – Head of Indies Label Relations
Agency & Production
Creative Agency – Lucky Generals
Director – Taika Waititi
Production Company – Hungry Man
Managing Partner – Matt Buels
Producer – Hannah Stone
Production Services – Curious Film
DOP – Mike Berlucchi
Editing House – Cabin Edit limited
Editor – Chan Hatcher & Randy Baublis
Post Production – Black Kite
Colourist – George Kyriacou
VFX – Guillaume Weiss V
Sound House – No.8
Sound Engineer – Sam Robson
Where is the mother in the photo and why is there a place setting where she puts her snow globe?I think her mother is gone and the globe reminds her of a time when she was there.
That's exactly how I read the ad as well. The mother has passed, and the daughter has grown attached to an object. Her father is trying to open her back up to life. It's very touching, even if they didn't spell it out that mom is gone.
So what happened to the mother?! Is she dead? Deployed? Ill?