Amazon’s has launched its 2024 Christmas campaign highlighting the importance of small acts of kindness.

Created by Amazon’s in-house creative team, the campaign centres aroud a 90-second hero spot that tells the story of a theater janitor whose hidden singing talent is recogniwed and celebrated by his colleagues during his shift.

Set to the 1965 Burt Bacharach-Hal David classic What the World Needs Now is Love, the ad illustrates how Amazon’s fast delivery and broad product selection make gifting effortless.

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

“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.”

Directed by Wayne McClammy in partnership with Hungry Man, Midnight Opus will air across TV, video-on-demand, online, cinema, and social media.

The campaign launches in the UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, the Netherlands, and Sweden today (4 November), with a U.S. and Canadian release set for 18 November.

Amazon’s 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.”