Amazon has launched its heartwarming holiday campaign for 2024, titled “Midnight Opus.” The ad features a theater janitor whose hidden talent for singing is discovered and celebrated by his coworkers. The commercial opens with the janitor going about his daily tasks while quietly singing the classic 1965 song “What the World Needs Now Is Love” by Burt Bacharach and Hal David. A photo in his locker reveals his younger self performing on stage, hinting at his lifelong passion for singing.
Moved by his remarkable voice, the janitor’s colleagues secretly plan a special surprise. They transform the theater into a performance stage, complete with lighting and staging. With the help of a swift Amazon delivery, they present the janitor with an elegant black tuxedo jacket.
Heartfelt workplace camaraderie in 2024
Encouraged by his admiring coworkers, the janitor steps into the spotlight and delivers a touching rendition of “What the World Needs Now Is Love.” His spectacular vocal performance showcases his hidden talent and the power of love and connection. The 90-second ad was produced by Amazon’s in-house creative team in collaboration with production company Hungry Man and director Wayne McClammy.
It captures the spirit of workplace camaraderie and the joy of supporting others’ dreams. “‘Midnight Opus’ is a story that celebrates the joy from doing something special for the people in your life,” said Jo Shoesmith, Amazon’s global chief creative officer. “We wanted to bring that ineffable emotion to life.”
The campaign will run in various lengths across TV, video on demand, online video, social media, and cinemas in multiple countries starting November 4.
In the U.S., it will premiere on November 18 and be featured during screenings of highly anticipated movies like “Moana 2” and “Wicked.”
Amazon hopes the ad will inspire viewers to embrace the spirit of lifting each other up and celebrate the power of small acts of kindness this holiday season.
