Amazon festive ad stars an imam and a priest

Amazon has unveiled a new ad pushing its Prime subscription service ahead of Black Friday and Christmas, with a message of friendship even in difference.

Joint's creative shows two old friends, an imam and a vicar, sharing a cup of tea and discovering a mutual problem of dodgy knees.

Each decides to get the other exactly the same present – a couple of knee supports that will allow both to continue praying as usual.

The ad will run during tonight's Coronation Street on ITV in the UK. It will also run through the festive season in the US, Germany and Austria.

The subject matter could be deemed somewhat political in the current climate. There has been a reported rise in anti-Islamaphobic incidents in the UK following the vote to leave the EU, while US President-elect Donald Trump has openly expressed anti-Muslim sentiments.

Amazon says it worked with faith representatives globally and local advisers to portray the two figures sensitively and accurately. Indeed, the ad's vicar is a practicing vicar, while the imam is the principal of a Muslim school. 

"We wanted to get the story right because we were aware it might seem a sensitive subject to some people," Amazon's advertising director, Simon Morris, told The Guardian. "We have gone to great lengths. It has taken us months to develop it. We wanted to do it well and be respectful to the religions who are featured in it." 

The ad was created by Joint and directed by Simon Ratigan through HLA.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content