Amazon Prime tries to bring Christians and Muslims together in new Xmas campaign from Joint

Jeff Bezos of Amazon’s ambition knows no bounds and now the company he founded is doing its bit for relations between Christians and Muslims in its new Amazon Prime Christmas campaign from Joint.

We have a real vicar and the head of a Muslim school getting together for a cosy chat about their dodgy knees, then resorting to their smartphones to send Amazon Prime to the rescue.

As ever from Joint, it’s carefully crafted and doesn’t neglect to sell something. Amazon says it spent ages trying to ensure that nobody would be offended. So they didn’t ask Jeremy Clarkson to take part then.

Joint has done well to craft a decent ad out of such a potential minefield.

MAA creative scale: 7

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