Amazon’s new holiday ad, “Midnight Opus,” follows the heartwarming story of a theater janitor whose vocal talent is discovered by his colleagues as he sings his way through his shift. The ad features an usher who purchases a tuxedo jacket for the janitor, setting the stage for his dream to sing in front of a live audience. The ad is set to the song “What the World Needs Now Is Love,” highlighting the theme of love, connection, and compassion.
The real-life story of Richard Goodall, an Indiana elementary school janitor who won season 19 of NBC’s “America’s Got Talent,” mirrors the plot of Amazon’s ad. Goodall, a longtime janitor with a passion for singing, impressed the judges with his rendition of Journey’s “Don’t Stop Believin’.” He went on to perform other hit songs before being backed by the actual band in the finals. Goodall’s journey from a normal life to winning a reality competition showcases the power of following one’s passion and believing in oneself.
Amazon’s ad was produced by the company’s internal creative team in collaboration with production company Hungry Man. The 90-second holiday spot will air in the U.S. and Canada across various platforms, including broadcast TV, video on demand, online video, cinema, and social channels. The ad aims to inspire viewers with its message of love, connection, and following one’s dreams. The song choice, “What the World Needs Now Is Love,” reinforces this theme and emphasizes the importance of compassion.
The ad storyline resonates with viewers as it showcases the transformative power of music and pursuing one’s passions. Through the journey of the theater janitor in the ad and the real-life success story of Richard Goodall, audiences are encouraged to believe in themselves and embrace their talents. The ad evokes emotions of hope, inspiration, and the joy of fulfilling one’s dreams. By highlighting the janitor’s discovery of his singing talent and subsequent performance, Amazon delivers a heartwarming and relatable narrative that captures the essence of the holiday season.
Amazon’s use of the song “What the World Needs Now Is Love” further enhances the emotional impact of the ad. The lyrics serve as a reminder of the enduring power of love and connection, encouraging viewers to spread compassion and positivity. By featuring a diverse cast of characters who come together to support the janitor in fulfilling his dream, the ad reinforces the importance of unity and kindness. Through the act of purchasing a tuxedo jacket for the janitor, the characters demonstrate the beauty of generosity and support.
In a season filled with holiday ads, Amazon’s “Midnight Opus” stands out for its heartwarming storyline and emotional resonance. By showcasing the transformative journey of a janitor with hidden vocal talent, the ad captures the spirit of the holiday season and inspires viewers to believe in the power of their dreams. Through its uplifting message of love, connection, and following one’s passion, the ad conveys a profound and timeless lesson about the importance of embracing one’s potential and spreading kindness to others.
