How Amazon’s holiday ad misses the mark

By showing delivery as the benefit they miss the bigger prize.

Amazon is back with its music-centric holiday television ad. Unlike last year’s where all one needed to do was overlay an ominous soundtrack to make it seem like an unsettling dystopia, this one is a bit more cheery looking. But while better, the ad still isn’t quite nailing it.

There are a couple of details that stick out as odd. For example, the commercial begins with a girl playing a toy piano while singing and looking at a box that is also “singing.” Except for the look on her face is one of fear or uncertainty. Not faulting the kid but that is an odd tone to start the commercial with.

Yeah, I’m not sure either, kid.

Then there is the scene where we see an Amazon delivery van full of singing animated boxes suddenly have the door gets shut on them.

The silencing the boxes.