If United Imagination turning 17,000 customer reviews into a 12-hour commercial underlined Finland’s K-Supermarket’s credentials, Amazon having Benedict Cumberbatch read its reviews has that “I want what they’re having” magic.

Some are rapturous suggestive – hilariously out of context – some are simply hilarious, Cumberbatch dramatic skills add the power of hyperbole to comments that range from wildly enthusiastic to absurdly banal. They’re irresistibly entertaining.

And the 5-Star Theatre idea has returned this Christmas, bolder and even better than last year’s effort with Adam Driver, that won its own rave reviews (as well as a Cannes Lion). Benedict performs over 15 reviews, including popular holiday gifts like the Bissell portable carpet cleaner, Toto bidet, and SharkNinja blender – showing that Amazon truly does have something for everyone on your list.

This year, Amazon is spreading its 5-Star Theatre even wider, too, through media partnerships with podcasts including Not Gonna Lie with Kylie Kelce, and A Very Merry Iconic Podcast by Danny Pellegrino, as well as a late-night integration with Jimmy Fallon and high-impact placements on TikTok and Snap.

Credits:
Client: Amazon Sync
Content Manager: Melissa Somosky

Creative Agency: Amazon XCM
Vice Presidents: Claudine Cheever & Jo Shoesmith
Executive Creative Director: Tom Pettus
Creative Directors: Josh Cassidy, Vicente Feliciano, Kurt Feng, Jeb Quaid & Dan Fromhart
Copywriter: Eileen Moss
Creative Lead: Mike Houston
Head of Creative: David Connell
Executive Producer: Leila Gage
Producer: Lindsey Wilson
Marketing Director: Walter Frye
Campaign Director: Sabena Gupta
Marketing Manager: Anna Sacks
Program Manager: Candice Rochellle
Head of Planning: Chris Marchegiani
Planner: Garett Levy
Media Manager: Kensey Johnson & Zeina Kayyali
Marketing Manager: Damaneke Santiago

Creative Agency: Hailstorm
Group Director: Alice Isner
Business Affairs Manager: Ori Krahe

Production Company: Lord Danger
Director: Mike Diva
Executive Producers: Josh Shadid & Anthony Ficalora
Production Manager: Jonathan Kaplin
Director of Photography: Elias Talbot

1st AD: Jerome Franc
Production Designer: David Hamilton
Wardrobe: Natalie Roar
Photographer: Greg Harrison

Production Service: Drool Productions
Executive Producer: Genevieve Sheppard
Line Producer: Tom Ford
Production Managers: Luke Thornton & Chloe Fernandes
Coordinators: Reba Gaynor & Zara Trott

Post Production & VFX: ARC
Creative Director: Graeme Turnbull
VFX Supervisor: Graeme Turnbull
Executive Producer: Krista Staudt
Producers: Sally Cunningham & Parker Wanamaker
2D Leads: Chris Kasten & Alex Wysota
Designer: Eddie Moreno

Grade: Company 3 LA
Colourist: Sofie Friis Borup
Colour Producer: Shannen Troup

Editing: Exile
Managing Director: CL Kumpata
Executive Producer: Jennifer Locke
Editor: Grant Surmi
Cutting Assistant: Kyle Behrens
Executive Producer: Adam Parker

Sound: Lime Studios
Sound Designer: Jeff Malen
Audio Assistant: Victoria Cortez
Executive Producer: Susie Boyajan
Sound Producer: Cassie Underwood
Music: Mophonics
Arranger: Shea Duncan
Creative Producer: Kristoffer Roggemann
Executive Creative Director: Stephan Altman
Head of Production: Shelley Altman