Amazon today launches a global Christmas TV ad campaign which follows a young, talented ballet dancer as she prepares for the role of a lifetime. This being 2020, things don’t go to plan, but with the support of friends and family, and her own tenacity and optimism, she delivers a spectacular performance for her awestruck neighbours.

Amazon’s 2020 Christmas campaign launches on TV on the 2nd November with the 60 second advert. The full 120 second advert will air on 3rd November, during the first ad break of The Great British Bake Off on Channel 4.

Amazon Christmas Ad

Simon Morris, VP Global Creative at Amazon, said: “Our TV ad is inspired by, and pays tribute to, the unbeatable human spirit and the power of community that we have witnessed so often this year.”

The TV advert, created by Lucky Generals for Amazon, features French ballet dancer, Taïs Vinolo, in the starring role. We follow her powerful story as her dreams of dancing a lead role are jeopardised due to the COVID-19 crisis. As her ballet school closes, she continues to train regardless, in and around her neighbourhood. However, later in the year, her hopes are dashed, as the end of year performance is cancelled. Devastated, she loses hope. However, her sister and the community around her secretly pull together to give her a stage and an audience after all, in an emotional finale.

Taïs Vinolo, ballerina and star of the Amazon Christmas 2020 advert, said: “When I was growing up in the French countryside, there were no young black girls studying ballet with hair like mine, or even on TV, meaning I had no one to identify myself with. Being on this shoot helped so much with this, enabling me to own who I really am, who I want to be and what I represent. I am so proud to have been part of this project since the message of it means a lot to me and even more so in this very difficult time that the world is going through.”

The film features a unique arrangement of the song “The Show Must Go On” – by Queen; and was shot by award-winning director Melina Matsoukas, whose previous directing credits include music videos for Beyoncés ‘Formation’ and Rihanna’s ‘We Found Love’, and the critically-acclaimed film, ‘Queen & Slim’.

There will be four versions of the brand advert airing from 2nd November until 14th December: the 120 second full-length advert which airs on 3rd November; shorter 60 and 30 second versions, alongside a 20 second version for online.