Taika Waititi Directs Amazon’s Heart Warming Christmas Spot ‘Joy is Made’




Lucky Generals

Hungry Man

Amazon has launched its 2022 global Christmas advert, directed by Academy Award winner Taika Waititi featuring the story of a father going all out to bring joy to his daughter for Christmas.

The two-and-a-half-minute film tells the story of the daughter’s affection for a snow globe and her father’s plan to create a life-size version of her prized possession.

The full-length ad opens with a father and daughter in their house at Christmas, and we quickly learn the little girl doesn’t like to be parted from her much-loved snow globe. As the father comes to realize the importance of the snow globe, he is inspired to do something special.


The film, anchored by the song “You Hold Me Up” by The Bones of J.R. Jones, ends with the simple message: “Joy is made”.

“We’re constantly inspired by the inventive spirit of Amazon customers and we wanted to tell a story with a different view of generosity and giving at Christmas, and the joy from doing something special for someone you love,” said Ed Smith, EU GM of Marketing at Amazon.

“We’re happy to play a small part in the creation of that joy, but the hero of the story is a father’s love for his child.”


The ad was produced by Lucky Generals and production company Hungry Man.

“We were inspired collaborating with Taika Waititi on this year’s TV advert. The passion he had for telling the story of a relationship between father and child, with his trademark charm, and the casting choices he knew would deliver that story, was paramount,” said Jo Shoesmith, Head of Global Creative, Amazon.

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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