Amazon plays it much too safe at Christmas

Here’s Amazon’s ‘Holidays’ ad from Lucky Generals, showing, er, lots of Amazon deliveries to the customary Christmas feel good backdrop.

And that’s it.

Given some of Amazon’s excellent recent efforts it’s a disappointment. A bit like AMV BBDO’s recent debut for Asda.

Maybe trad Christmas imagery and a jolly backing track still works. But we expect rather more from this agency/client combo.

MAA creative scale: 4.