Amazon’s Pandemic Christmas Gifts Us The Importance Of Resilience And Community

19 April, 2021 (Monday)

Christmas during the unprecedented times of Covid-19 has been challenging for many. People of all kinds have had to face different obstacles to get through their day and Amazon's Christmas campaign 'The Show Must Go On' emphasizes the challenges being faced by throwing the spotlight on a young ballerina as she prepares for the role of a lifetime to the backdrop of Queen's The Show Must Go On. 

The campaign features Taïs Vinolo, a 17-year-old French ballet dancer, who has been training and practicing ballet all through the year despite the challenges the world has presented her with. The campaign follows her story of how her dreams of dancing a lead role are canceled due to Covid-19. Despite the setback, she is unfettered. She continues to practice her routine – dancing wherever and whenever she can. 

Inspired by her resolution and resolve, her sister and the community around her pull together to give her a stage and an audience in an emotional finale.