Tech giant Amazon is showcasing how everyday acts of thoughtfulness can deliver joy with a heartwarming new film for its 2024 Christmas campaign.

Produced by its own internal creative team, the festive push will be anchored by a 90-second hero spot which tells the story of a theatre janitor whose hidden vocal talent is discovered and celebrated by his colleagues during his daily shift.

Featuring the 1965 Burt Bacharach-Hal David penned classic ‘What the World Needs Now is Love’, the work showcases how Amazon’s rapid delivery and extensive product range can help make gifting a seamless experience.

“‘Midnight Opus’ is a story that celebrates the joy from doing something special for the people in your life,” Amazon chief creative officer, Jo Shoesmith said.

“I think we all know how wonderful it feels to be the recipient of even the smallest act of kindness – whether that be a thoughtful gift or an encouraging word – and we wanted to bring that ineffable emotion to life.

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‘Midnight Opus’ will now run across TV, video-on-demand, online, cinema and social media. It was directed by Wayne McClammy and produced in partnership with Hungry Man.

The brand’s film will go live across the UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, Netherlands and Sweden markets today (4 November), followed by the US and Canada on 18 November.

Amazon GM of EU integrated marketing, Ed Smith added: “I love that our community of thoughtful and inventive customers are the inspiration for our campaign, we are honored to play even a small part in helping make these moments of connection and generosity possible.

“We hope that ‘Midnight Opus’ inspires viewers to embrace the spirit of lifting each other up this holiday season and that they feel they can relate to the story, whether they’re the ones following their dreams, or supporting others in achieving theirs.”