Amazon Unveils 'The Show Must Go On' Holiday Ad Campaign


Retail Dive | November 4, 2020


Amazon's new 2020 holiday ad, features 17-year-old French ballet dancer Taïs Vinolo. The ad follows Vinolo as she practices as lead in a ballet performance which is then postponed due to COVID-19.


As the pandemic makes for an uncertain holiday season, Amazon's ad campaign is meant to convey the communal resilience shown throughout this year, said Simon Morris, vice president of global creative. Marketing takes on a unique role to recreate holiday experiences and strike the right tone with consumers that have been through a difficult year.


Titled "The Show Must Go On," the ad shows Vinolo's family and neighbors gathering to watch her performance. The campaign features an original arrangement of Queen's "The Show Must Go On" with Melina Matsoukas directing. The ad will air in the U.S. on Nov. 8 on NBC's Sunday Night Football and run across other national TV and digital channels during the holiday season.


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