// Amazon launches Christmas ad which has been directed by Academy Award winner Taika Waititi
// The campaign will premiere tonight during the first ad break of Coronation Street at 8:30pm
Amazon has released its Christmas advert telling the story of a child’s affection for a Christmas snow globe.
The online giant‘s latest festive ad has been directed by Academy Award winner Taika Waititi, and celebrates a loving father who creates a thoughtful experience for his young daughter.
The campaign will premiere tonight during the first ad break of Coronation Street at 8:30pm.
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The full-length 150-second long ad shows a father and daughter at their house on Christmas, as the girl shows affection for her much-loved snow globe.
As the father comes to realise the importance of the snow globe to his daughter, he is inspired to purchase a paper shredder on Amazon and create a life-size version of his child’s favourite toy.
The ad ends with the unveiling of the family’s greenhouse, transformed by the dad into a magical snow globe, complete with a teddy bear dressed as a snowman, swirling snow created by shredded recycled paper and borrowed desk fans, and a mass of magical fairy lights.
The ad “demonstrates a father’s love through his resourcefulness and inventiveness, determined to make his child’s Christmas a magical experience,” Amazon said.
The advert ends with the simple message: “Joy is made”.
“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,” Amazon EU general manager of marketing, Ed Smith said.
“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.”
Amazon head of global creative Jo Shoesmith added: “We were inspired collaborating 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.”
