Every Christmas, a new advert steals our hearts – but this year, Amazon’s Midnight Opus goes beyond festive cheer, reminding us that kindness and a little support can change someone’s life forever.
Global (06 November 2024) – It’s that time of year again – the season when Christmas adverts take centre stage and bring all the festive feels to screens worldwide. Each December, these ads stir emotions, reminding us of the warmth, joy, and magic that define the holiday spirit.
This year, Amazon has joined the tradition with a heartwarming new ad that has people talking – and maybe even shedding a tear or two. It’s a powerful message about kindness, community, and the little things that can make a big difference.
Amazon’s 2024 ad, titled Midnight Opus, tells the quiet yet deeply moving story of a theatre cleaner with a hidden talent: a passion for singing. His journey, however, is no grand spectacle. It’s a subtle, everyday story – until his thoughtful co-workers recognise his talent and decide to show their support in a beautiful way. Through a simple but heartfelt act of kindness, they gift him a tuxedo jacket to complete his outfit for a big moment on stage. The gesture gives him confidence and the chance to let his talent shine in the spotlight he deserves.
“‘Midnight Opus’ is a story that celebrates the joy from doing something special for the people in your life,” said Jo Shoesmith, global chief creative officer at Amazon.
“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.”
This magical ad, brought to life by Amazon’s in-house creative team and directed by Wayne McClammy, is set to Burt Bacharach’s timeless hit What the World Needs Now is Love. It’s a melody that resonates deeply, capturing the sentiment of the season: love, generosity, and the simple joy of seeing others achieve their dreams. The cleaner’s journey from quiet talent to celebrated singer reflects the idea that kindness can make a profound difference in someone’s life – no grand gestures, just thoughtful, genuine support.
“I love that our community of thoughtful and inventive customers are the inspiration for our campaign; we are honoured to play even a small part in helping make these moments of connection and generosity possible,” shared Ed Smith, GM of EU integrated marketing at Amazon.
“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.”
Airing across the UK, Europe and North America, this ad will reach millions through TV, video on demand, cinema, and social channels – all with the hope of spreading this powerful message of unity and support. It’s a universal reminder that kindness, even in small doses, has the power to uplift and change lives.
And while Amazon’s ad brings international holiday magic, South Africa recently debuted its own Christmas story, capturing the heart of local celebrations. The SPAR ad, which went viral globally, showcases a truly South African Christmas filled with family, tradition, and a little bit of local flavour. It’s a beautiful look at how we celebrate in the southern hemisphere, where the sun shines bright, and the spirit of togetherness warms hearts around the world. You can watch it here.
Why is this story such a good thing? This ad reminds us of the power of kindness, the joy of unexpected support, and the importance of community. Whether it’s a friend lending an ear, a colleague helping you take a step forward, or simply a stranger’s smile – these moments are what truly make the season meaningful.
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