Amazon’s singing boxes are back for Christmas. Last year, UK Agency, Lucky Generals, pumped feel-good into Christmas with smiling boxes and a reimagined version of Supertramp’s 1977 hit, Give a Little Bit.
This year, the boxes are singing to the Jacksons’ 1981 hit, Can You Feel It?
What it lacks in original thought, the 90-second ad more than makes up for in contagious emotion. Forgivable product placement extras include Alexa, Amazon lockers and warehouse robots.
The ad launched in the UK on November 2, unofficial Christmas campaign launch day in the UK this year, and will run in the US, Germany, Austria, France, Italy, Spain and Canada.
Credits
Agency: Lucky Generals
Director: Frederik Bond
Arrangers: John Clayton and Ashley Bates
Vocal Arranger: Jamie Masters
Executive Music Producer: Sascha Darroch-Davies
Music Producer: Francesca Briginshaw
Music Producer: Alison Manicourt
Choir Arranger: Sam Chaplin
Mixer: Richard Aitken
Media Agencies: Rufus & Initiative
Lucky Generals: Amazon’s singing cardboard boxes amp up the appeal of online Christmas shopping
