Amazon's festive advert highlights a defiant younger ballerina

Lucky Generals and award-winning director Melina Matsoukas join the online retail giant's Christmas spot declaring the show needs to go on

Amazon's new Christmas ad, The Show Must Go On, tells the story of a young ballerina who would be the star of her dance school's upcoming show.

The spot tirelessly follows her workout wherever she can – from her living room to the stairwell to an underpass on a rainy night – before it turns out the event has been canceled due to the pandemic. It turns out, however, that there are several ways to stage a show.

The spot was directed by award-winning Prettybird director Melina Matsoukas, who previously made music videos for Rihanna and Beyoncé, and more recently by acclaimed drama Queen & Slim in their feature film debut.

Although there was uncertainty earlier this year about how advertisers would approach Christmas 2020, Amazon's ad is the latest to directly allude to the pandemic, indicating that brands and agencies are ready to approach the elephant in the room. The ad also continues an emerging celebratory trend that focuses on togetherness and community over glitz, sparkle, and excess.

Agency: Happy Generals
Production company: Prettybird
Director: Melina Matsoukas
Local production company: Division
Editor: Andrew Morrow
Music: Peter Mauder

Creative inspiration advertising