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Amazon hopes its singing smile boxes will tug on even more heartstrings this holiday season as they return in another upbeat spot—this time to the tune of preacher and singer Solomon Burke’s “Everybody Needs Somebody to Love.”
Amazon debuted the 90-second version of its 2019 holiday ad in the U.K. on Nov. 4 during a broadcast of the long-running soap opera Coronation Street.
Created by TBWA-owned agency Lucky Generals, the singing boxes’ costars include a diverse cast: children at a fancy dress party; passengers on a train in what might be a meet-cute; a delivery driver making her rounds; an older couple dancing while talking to loved ones (presumably on an Echo Show); toe-tapping office workers in a meeting with the acronym BLAH on a whiteboard; bus passengers; a wistful Santa; and buskers playing a melodica—a mini keyboard that you blow into—and a ukulele.
The singing boxes, of course, have cameos and solos...
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