Amazon Boxes Smile and Sing Their Way to Delivery in Brand's Christmas Ad

Delightful Animation From Lucky Generals and Nick Gordon of Somesuch

By Alexandra Jardine. Published on Nov 06, 2017

Editor's Pick

Amazon has released a charming Christmas spot in the U.K. that features smiling cardboard boxes traveling around the world.

The ad, by Lucky Generals, sees the boxes' distinctive Amazon logos turn into delightfully animated mouths and singing along to a cover version of songwriter/composer Roger Hodgson's "Give a Little Bit," as they take a joyous journey from the warehouse conveyor belt to around the world via truck, boats and planes. A simple but cute story of a female commuter buying a gift from Amazon's Christmas Store for a little girl provides a framework for the spot.

Nick Gordon at Somesuch directed the ad, with post by the Mill. As online retailers compete for space in the Christmas ad lineup with the glitzy efforts of bricks and mortar stores, it's a great way to give the prosaic cardboard box some personality.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Nov 06, 2017
Lucky Generals
Media Agency:
Nick Gordon
Production Company:
Post Production:
The Mill
Editing House:
Final Cut
Roger Hodgson
Sound Design:
750 MPH

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.