A new and uplifting holiday campaign from Amazon is shining a spotlight on how a small act of everyday kindness can change someone’s life. Amazon’s 2024 holiday ad tells the story of a theater janitor whose hidden vocal talents are discovered and celebrated by those he works alongside in a commercial called “Midnight Opus.”
An Amazon press release explains the campaign’s backstory, stating “The commercial opens on the janitor going about his daily tasks in the theater, while quietly singing to himself. We see a glimpse of his lifelong passion for singing, as he opens his locker to reveal a picture of him as a younger man performing on stage. After his colleagues overhear his remarkable voice, which gently echoes through the empty halls of the grand building, they’re moved to orchestrate a special surprise. Coming together as a community, they transform the ornate Sonnet theater into a performance stage, complete with lighting, staging and, to his wonder, an instrumental backing track.”
Utilizing Amazon delivery, the janitor is outfitted with a black tuxedo jacket. He steps into the spotlight to sing to his colleagues the 1965 hit “What the World Needs Now is Love.” The joyful commercial shows how a small gesture toward another human being can help them achieve their dreams and celebrate the courage to share their hidden talents.
Jo Shoesmith, global chief creative officer at Amazon, said, “‘Midnight Opus’ is a story that celebrates the joy from doing something special for the people in your life. 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.”
When Will Amazon’s ‘Midnight Opus’ Air?
Amazon’s “Midnight Opus” is currently airing its 90-second holiday spot in the United Kingdom, France, Germany, Italy, Spain, Ireland, Austria, Belgium, the Netherlands and Sweden. On Nov. 18, the commercial debuts in the United States and Canada. The commercial will run as 30- and 60-second spots nationwide across broadcast TV, video on demand, online video, cinema, and social channels, running through December.
Ed Smith, GM of EU integrated marketing at Amazon, said of the uplifting commercial addition to the holiday season, “I love that our community of thoughtful and inventive customers are the inspiration for our campaign, we are honored to play even a small part in helping make these moments of connection and generosity possible. 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.”
