Amazon’s Christmas ad is a socio-political statement. It’s superbly done. It’s emotionally powerful. It couldn’t have been released at a better time.
The 1.20 minute film is the story of the friendship between a Christian vicar and a Muslim iman, and the gifts they give each other.
To create the ad in a way that was accurate and respectful, Amazon consulted with the Interfaith Alliance, the National Council of Churches, the Islamic Circle of North America (ICNA), the Christian & Muslim Forum, the Church of England and the Muslim Council of Britain to make the ad.
The film was directed by Simon Ratigan and produced by HLA. Its actors are the vicar of Paddington Green church in west London and the principal of the Muslim School Oadby in Leicester.
It will be shown on TV in the US, U.K., Germany and Austria before Black Friday’s anticipated shopping sprees and the Christmas buying season. The online version is already racking up views. And Twitter responses to the ad are overwhelmingly positive:
THE NEW AMAZON PRIME ADVERT WINS THE AWARD FOR THE BEST CHRISTMAS ADVERT HOW AMAZING IS THAT
— han (@hxnnahwatson) November 17, 2016
The Amazon Prime #Christmas #ad brings a much needed message of tolerance to the festive season https://t.co/enHOsvMcOk
— LMC (@lmcdesignltd) November 17, 2016
Screw the John Lewis and M&S Christmas advert, Amazon’s is the best of them all https://t.co/p63HoaBLdT
— A (@WreckedCompass) November 17, 2016
In its statement, Amazon said, “To date, our Prime advertisements have celebrated everyday heroes, telling stories of people who realise they can do something clever to help a loved one and use Amazon Prime to save the day. Our new advertisement follows this theme.”
