Good advertising should always take into account current events. As a brand, it is important to acknowledge and incorporate awareness and empathy into any brand communications. That’s exactly what Amazon has done with the Show Must Go On ad spot that is as much social commentary on humanity’s struggle during the global pandemic as it is a holiday feel good message filled with hope.

The story Amazon tells through the lens of a young dancer is timely, crushingly realistic and yet so full of optimism that it delivers a blended mix of emotions for viewers. It’s hard not to feel invested in the character’s hardship because we’ve all lived through some version of this during COVID-19. That’s the key to why it works so well—each person can identify and relate. And let’s face it, we’re all hopeful that we’ll have the the same strength and ability to persevere as the girl in this commercial.