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ADVERTISING | MARKETING
Joy is Made — Amazon Christmas ad by Taika Waititi
You wait years for more Taika Waititi output and then two ads come along in a matter of days.
While Daniel Craig romps in leather as an ode to homo-eroticism, Waititi turns his attention to Christmas. Schmaltzy and over-sentimental, Waititi plays it safe in search of the big bucks from his corporate sponsor.
“Amazon’s 2022 Christmas ad is a heart-warming story celebrating the inventive spirit of a loving father who is inspired to create a very special and thoughtful experience for his young daughter, proving joy is something we make.” Amazon UK
Taking his cue from the ‘cost of living crisis’ that every retailer has tapped into, Waititi delivers a child’s dream come true via her single father. It’s all about the thought behind a present which really counts.
“Depending on your tolerance for sentimentality, it’s a charming spot that taps into a wider trend among retailers focusing on what really matters at Christmas amid the looming financial crisis — whether it’s spending time with family or simply giving back.” Creative Review
Credits:
Creative Agency: Lucky Generals
Head of Global Creative: Jo Shoesmith
Director: Taika Waititi
Production Company: Hungry Man
DOP: Mike Berlucchi
VFX: Guillaume Weiss
