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In Amazon’s new 2022 holiday campaign, directed by Academy Award-winning writer, director, and actor Taika Waititi, a father shows how “joy is made” during the festive season.

The full-length ad opens on a father and daughter in their house over the holidays, where we quickly learn that the daughter has a special attachment to her prized possession—a snow globe. As the father comes to realize the importance of the snow globe to his child, he is inspired to do something special.

With a little help from the community and Amazon, he creates a life-size version of his daughter’s treasured snow globe in their backyard greenhouse, complete with a teddy bear dressed as a snowman, swirling snow created by shredded recycled paper and borrowed desk fans, and a mass of magical fairy lights. The big reveal demonstrates a father’s love through his resourcefulness and inventiveness, determined to make his child’s holiday a magical experience.

A little girl holds up a snowgloble and stares into it.
A man shreds newspaper in his living room with a lit Christmas tree in the background.
A father holds his daughter in his arms as they smile and stand in the homemade snowglobe.
A lit up greenhouse with filled with a tree, stuffed animal, toy house, and fake snow.

“We were so inspired collaborating with Taika Waititi on this year’s holiday ad. The passion he had for telling the story of a relationship between a father and child, with his trademark charm, and the casting choices he knew would deliver that story, were paramount,” said Jo Shoesmith, Amazon head of global creative.

The ad was produced by advertising agency Lucky Generals and production company Hungry Man.

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“We’re constantly inspired by the inventive spirit of Amazon customers, and we wanted to tell a story with a different view of generosity and giving during the holidays, and the joy you receive from doing something special for someone you love," said Ed Smith, GM of EU Marketing at Amazon. "We’re happy to play a small part in the creation of that joy, but the hero of the story is a father's love for his child.”