Amazon’s new ad opens with a mother ordering a gift online for her young daughter, from Amazon’s Christmas Store. It is a very basic premise and yet, at the same time, very different. Because what we get to see next is hundreds of Amazon boxes singing their way to their shipping destinations!

The minute long ad takes us through the process of packaging and distribution. There are boxes of different sizes placed on a conveyor belt in a warehouse. They are processed, stamped, shipped and finally delivered. What makes it entertaining is that each of the boxes seems to have a life of its own. The boxes are almost personified as close friends or members of the recipients, who are equally excited to meet them. It is delightful to watch the boxes sing, laugh and smile throughout. The ad also brilliantly uses the iconic song “Give a Little Bit” by Supertramp. The lyrics of the soundtrack, which has over 37 million views on YouTube, are just as relevant today as when it originally released in 1977. The song celebrates the joy of giving and that is also essentially what the ad is about.

The animation in the ad is enjoyable and clever. I like how the brand’s static arrow in the logo comes to life and we get to see smiling faces of the boxes. The word “Amazon”, however, does not appear anywhere on the boxes and it works, in this case. It would have appeared too forceful and the animation would not have had the same impact.

The film intends to convey the magical feeling of giving and I think a simple smile does the job.

This one’s heartwarming!