Amazon's Singing Box Spot Cracks Open 'That' Christmas Feeling

Amazon has teamed up with Lucky Generals to build on the joyous spirit Amazon’s singing boxes brought customers last Christmas, as the boxes return for a second time. As boxes are delivered across the world, they can be seen bursting into song delighting those that are getting into the festive spirit. Singing a rousing cover of The Jackson’s ‘Can you Feel It’, they surprise babies, dogs, nurses, office workers and Amazon’s own associates. The usually inanimate boxes spread joy and magic with their unexpected voices. They captivate a little girl making a ginger bread house, enthrall construction workers and thrill a deli owner. 

Directed by Fredrik Bond of Sonny, the campaign celebrates the magic of the season and encourages people to ‘feel it’. Adelphoi's Ashley Bates joined forces with conductor-arranger John Clayton (Quincy Jones, Nina Simone, Count Basie, Paul McCartney, Etta James) on the re-record of The Jacksons' 1981 smash hit 'Can You Feel It?'. Together they created a brand new version of the track, recorded with Metropole Orkest at their home in The Netherlands, with a vocal ensemble featuring 13 lead vocalists, a 20 strong tailor-made choir, led by Sam Chaplin (Choir With No Name, Jazzbomb, Justice For Grenfell). 

John says: "The task was to revisit Michael Jackson’s music in a way that would support Adelphoi and Ashley's vision for this project. My closeness to MJ’s producer, Quincy Jones and experience working with him for so many years, gave me enough background to know what needed to be done. Armed with the fabulous Dutch, Metropole Orkest to help me, and after more re-writes than I can recall, we were able to give Ashley what he was looking for. It feels good to have worked so hard on such a fulfilling experience."

The campaign will span a set of eight spots that demonstrate the breadth of Amazon’s offering throughout the Christmas season. The ads will run across nine countries including the US, UK, Germany and Mexico.