Amazon’s ‘Midnight Opus’ Campaign Celebrates Love Through Simple Acts of Kindness
Amazon’s “Midnight Opus” holiday campaign features a janitor’s surprise musical performance set to the classic song, highlighting the power of small acts of kindness and love.
Aryan
In Amazon's latest holiday campaign, “Midnight Opus,” the company revisits this classic anthem, blending it into a heartwarming story that celebrates the power of everyday acts of kindness. The ad follows a theatre janitor, underscoring how simple gestures can inspire and bring about profound change.
The commercial begins with the janitor going about his daily duties in a grand theatre, humming softly to himself. Inside his locker, a photo from his past reveals him as a young man, once passionate about performing on stage—a subtle hint to his undying love for singing.
One day, his colleagues overhear his soulful voice echoing through the empty halls of the theatre. Inspired, they band together to create a surprise performance. Transforming the theatre into a stunning venue with lights, staging, and an instrumental track, they prepare to help the janitor revive his musical dreams.
A black tuxedo jacket ordered on Amazon completes the transformation, turning the janitor into a star as he performs “What the World Needs Now Is Love.”
The campaign highlights how small, thoughtful gestures can create meaningful moments, while also celebrating the courage it takes to share one’s talents with the world.
Jo Shoesmith, Amazon’s global chief creative officer, shared, “Midnight Opus is a story that celebrates the joy of doing something special for the people in your life. We all know how wonderful it feels to be the recipient of even the smallest act of kindness—whether that’s a thoughtful gift or an encouraging word.”
This ad continues Amazon's tradition of featuring music in its holiday campaigns. Last year’s spot, “Joy Ride,” featured an instrumental version of The Beatles’ “In My Life,” telling the story of three lifelong friends rediscovering joy atop a snowy hill with the help of Amazon products.
Created in-house by Amazon and produced with Hungry Man and directed by Wayne McClammy, “Midnight Opus” premiered on November 4 across the UK, France, Germany, Italy, Spain, Ireland, Austria, Belgium, Netherlands, and Sweden. It will be available in the US and Canada on November 18.
The campaign will run in 30- and 60-second spots across broadcast TV, video on demand, online video, cinema, and social media, continuing through December. The 90-second version will also be available on Prime Video.
