Amazon delivers kindness this Christmas
In a sensitively handled and timely commercial, Lucky Generals and Academy Films' Trey Edward Schults show post-pandemic pressures and how a little altruism can help.
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Credits
powered by
- Agency Lucky Generals/London
- Production Company Academy
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Credits
powered by
- Agency Lucky Generals/London
- Production Company Academy
- Editor Whitehouse Post/London
- Post Produciton Electric Theatre Collective
- Sound Wave Studios/London
- DP Drew Daniels
- Producer Jacob Swan Hyam
- Sound Engineer Johnnie Burn
- Sound Engineer Jonny Platt
Credits
powered by
- Agency Lucky Generals/London
- Production Company Academy
- Editor Whitehouse Post/London
- Post Produciton Electric Theatre Collective
- Sound Wave Studios/London
- DP Drew Daniels
- Producer Jacob Swan Hyam
- Sound Engineer Johnnie Burn
- Sound Engineer Jonny Platt
Whilst most Christmas ads are asking us to forget the struggles of the past couple of years, Amazon have taken a different path with their festive spot; focussing on the very real concern of lockdown-lifting anxiety.
Following a young protagonist as she navigates the reality of restriction-free living, Kindness, The Greatest Gift sees a simple moment of altruism lighten the load.
Taking a brave and timely insight from agency Lucky Generals, Academy Films' Trey Edward Shults handles the topic with sensitivity and sincerity; cleverly visualising the overpowering struggle of anxiety, aided by a terrific performance by actress Karene Peter, and managing to feel both festive and fragile at the same time.
