By Amy Houston | Senior Reporter

November 14, 2022 | 3 min read

This touching tale explores a father’s love for his daughter and will air tonight in the UK during Coronation Street on ITV.

Amazon has released its annual Christmas ad campaign – and it’s a real tear-jerker. In ‘Joy Is Made,’ viewers see a young child completely captivated by a festive snow globe. Carrying the ornament everywhere, from school to the dentist’s office, the youngster’s father begins to notice the obsession and wants to add to the magic.

He devises a plan to create a life-size version of the snowy world in the greenhouse in their garden, much to the delight of his daughter.

The commercial was directed by Academy Award winner Taika Waititi, known for films such as Jojo Rabbit and Thor: Love and Thunder.



Head of global creative: Jo Shoesmith

Vice-president global brand and fixed marketing: Claudine Cheever

Global director of brand marketing: Walter Frye

General manager integrated marketing, EU: Ed Smith

Global head of campaigns, Amazon brand: Laura Downey

Senior campaign manager, EU: Maite Molling

Senior campaign manager, US: Roxanna Martinez

Creative program manager, US: Tiffany Carley

Creative program manager, EU: Shareen Kern

Senior creative producer, US: Vanessa MacAdam

Senior content acquisition manager, music licensing: Melissa Somoski

Head of indies label relations: Madeline Nelson

Agency and Production

Creative agency: Lucky Generals

Director: Taika Waititi

Production company: Hungry Man

Managing partner: Matt Buels

Producer: Hannah Stone

Production services: Curious Film

Director of photography: Mike Berlucchi

Editing house: Cabin Edit limited

Editor: Chan Hatcher and Randy Baublis

Post-production: Black Kite

Colorist: George Kyriacou

VFX: Guillaume Weiss

Sound house: No.8

Sound engineer: Sam Robson

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Ad of the Day Creative Works

More from Creative

View all