Amazon is spreading a message about the power of caring and love this Christmas. It’s the story of a theatre janitor whose vocal talent is discovered by his colleagues while he is singing during his shift. They come together as a community and organise for him to perform to them on the theatre’s stage – complete with lighting, staging, an instrumental backing track and a little help from Amazon.

If that wasn’t enough to squeeze its audience’s hearts, the janitor sings a version of the 1965 classic, What the World Needs Now Is Love, by Burt Bacharach and Hal David. The commercial shows how seemingly small but heartfelt gestures and gifts can have a profound impact.

The campaign was created by Amazon’s internal creative team with production company, Hungry Man, and directed by Wayne McClammy. The commercial launched in the UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, Netherlands and Sweden on November 4, and will also go to air in the US and Canada on November 18. It will run through December as a 30-second, 60-second and 90-second spot across broadcast TV, video on demand, online video, cinema and social channels.

“Midnight Opus is a story that celebrates the joy from doing something special for the people in your life,” stated 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.”

Ed Smith, general manager of EU integrated marketing at Amazon, added, “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. 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.”