Amazon "The show must go on" by Lucky Generals

Amazon's global Christmas campaign follows a young ballet dancer whose plans are upended by the Covid-19 crisis.

Facing multiple setbacks, including her ballet school’s closure and the cancellation of her show, she continues to train and pursue her dream, culminating in an emotional finale. The ad stars French ballerina Taïs Vinolo and was directed by Melina Matsouka, who has shot music videos for Beyoncé’s Formation and Rihanna’s We Found Love, as well as the 2019 film Queen & Slim.