Amazon's 2020 holiday ad stars French ballet dancer Taïs Vinolo. As the COVID-19 pandemic still continues to threaten everyday lives through the globe, brands are struggling to communicate messages of hope and happiness while acknowledging the difficult times we're living through. Amazon's latest ad is an attempt to do both, as the eCommerce brand encourages consumers that "The show must go on."
The ad follows a young ballet dancer who is devastated by the news that her recital, which she is set to star in, is cancelled due to the pandemic. Despite the hardship, she continues to practice, and her family puts together a makeshift, socially distant venue on the rooftop for her to preform.
Inspiring Ballet Holiday Ads
Amazon's 2020 Holiday Ad Stars French Ballet Dancer Taïs Vinolo
Trend Themes
1. Virtual Performances - The pandemic has brought about the necessity for virtual performances and the innovation opportunity lies in developing means of enhancing audience engagement in this format.
2. Emotional Messaging - Brands are finding ways to communicate messages of hope and happiness while acknowledging the difficult times we're living through, which presents an opportunity to further enhance emotional messaging techniques.
3. Customized Experiences - Creating customized and personal experiences for customers, such as the makeshift, socially distant venue on the rooftop in the Amazon ad, is an innovation opportunity for businesses to enhance customer experience and engagement.
Industry Implications
1. Performing Arts - The performing arts industry can innovate by embracing virtual performances, finding ways to enhance audience engagement and creating new revenue streams through digital channels.
2. E-commerce - E-commerce can capitalize on emotional messaging techniques that acknowledge difficult times while still offering hope, while also finding ways to create customized experiences for customers.
3. Advertising - Advertising can innovate by finding ways to communicate emotionally resonant messages that offer hope and happiness, while still being realistic about challenging times, and using innovative cinematic techniques to enhance viewer engagement.