Amazon launched 'Joy Delivered,' a two-and-a-half-minute holiday spot in which a stranded traveler makes it home through the kindness of strangers, shifting from last year's product-focused approach to an emotional tone. The article reports no results for the campaign; the record 13.9% operating margin cited is company-wide, not campaign-specific.
No results are reported yet, so this is unproven. The strategic logic is that Amazon shifted from showing the breadth of its range, as in last year's ad, to an emotional story about getting home. Joy gives away the gifts to strangers, so the spot keeps gift-giving in the story without a product showcase.
Replace a product-feature holiday message with a short story about a customer's emotional goal, and show the product only as the thing that helps them get there.
I'd test whether this emotional spot lifts brand-consideration measures more than last year's range-focused approach, by running both in a split across TV and social. I'd also add a short product-led cut for paid media so the heartfelt story still has a clear link to Prime delivery.