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The Kindness of Strangers Takes Centre Stage in Amazon's Christmas Campaign for 2021


kindness of strangers image

Full 60-second advertisement launches 8th November 2021 in the UK

The advert tells the story of a young woman returning to something the resembles normal life after the challenges of the last year and discovering the power of kindness

View, share and embed the advert at [HERE]

LONDON –– 00.01am –– 8 November 2021 –– Amazon today offers the first look at a global Christmas campaign that tells the story of a young woman connecting with a neighbour.  The young woman is getting back to something that resembles the normal life of going to university and seeing friends after the challenges of the past year. A neighbour notices and reaches out to her, forming a new friendship. The advert demonstrates the power of connecting with people around us this Christmas - and how kindness is truly the greatest gift of all. View the full advert [HERE].

Ed Smith, EU GM of Integrated Marketing at Amazon said: “This holiday season will be shaped by what we've experienced during the pandemic. The past 18 months have been challenging for people across the globe, including many young adults. Our time together cannot be taken for granted. So this year, whilst the world will not be totally back to normal, opportunities for kindness and connection will take on a newfound importance.”

This story of kindness features a young woman played by Karene Peter, and a neighbour played by Mouna Diaye. View, share and embed the ad [ HERE], download stills from the campaign at

The Amazon Christmas Shop Opens Today
To coincide with the launch of the Christmas campaign, customers can browse The Amazon Christmas Shop, the one stop shop for all festive needs. For gift inspiration based on the interests of the person you are buying for and preferred budget, browse thousands of ideas through the Amazon Gift Finder. To find out more, visit

Give While you Shop With AmazonSmile
It has never been easier to give back while shopping on Amazon. Customers can support one of more than 30,000 participating UK charities by starting at on a web browser, or by activating AmazonSmile in the Amazon app on iPhones and Android phones under "Programs and Features" (after selecting a charity via AmazonSmile has the same low prices and convenient shopping experience customers have come to expect, with the added bonus that Amazon will donate a portion of the purchase price to a charity of the customers’ choice.

- Ends -

For further information, please contact:
Hunt & Gather
Tel: 0203 890 7881
Amazon UK Press Office

Amazon Campaign Team
Simon Morris – VP Global Creative
Jo Shoesmith – WW Executive Creative Director
Ed Smith, GM Integrated Marketing
Kelly McFarren – Sr. Campaign Manager, Global
Marietta Constantinou – Sr. Campaign Manager, EU
Erika Rivera – Creative Program Manager, Global
Nadiya Abubakar – Sn. Creative Program Manager, EU
Sarah Jones – Sn. Creative Program Manager, EU
Ryan Redington – VP, Amazon Music
John Murphy – Sr. Label Relations Manager, Amazon Music
Tegan Delap – Head of Sync Licensing

Agency & Production 
Creative Agency – Lucky Generals
Director - Trey Edward Schults
DOP - Drew Daniels
Production Company - Academy Films
Production Company Producer - Jacob Swan Hyam
Editing House - Whitehouse Post
Editor - Russell Icke
Post Production - ETC
Colourist - Damien Vandercruyssen (Harbour)
Sound House - Wave
Sound Engineer - Johnnie Burn & Jonny Platt

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalised recommendations, Prime, Fulfilment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit and follow @AmazonNewsUK

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