An Imam and a Vicar Exchange Gifts in Uplifting Ad for Amazon Prime

Unlikely Advertising Stars Deliver a Powerful Message

By Emma Hall. Published on Nov 16, 2016

Editor's Pick

An imam and a vicar make unlikely advertising stars, but Amazon has put them center stage in a new seasonal spot that champions interfaith harmony -- as well as promoting its Prime service.

In the year that Donald Trump threatens to expel Muslims from the U.S., and the U.K. chose Brexit, the two wise men set an example to the rest of the world through their friendship and a desire to help one another.

The spot by Joint London shows the two men enjoying a cup of tea and a chat at the vicar's house, both laughing as they complain about their stiff knees -- a hazard of the job.

Once the imam has left, both men have the same idea and each turns to Amazon Prime to order a set of kneepads for the other. The next day, we see them putting their gifts to good use in the church and the mosque.

Aware of the sensitivity of the subject matter, Amazon consulted with the Interfaith Alliance, the National Council of Churches, the Islamic Circle of North America (ICNA), the Christian & Muslim Forum, the Church of England and the Muslim Council of Britain during the making of the ad.

Directed by Simon Ratigan through HLA, the spot -- whose actors are a practicing vicar and the principal of a Muslim school -- will be shown on TV in the U.S., U.K., Germany and Austria.

A statement from Amazon said, "To date, our Prime advertisements have celebrated everyday heroes -- telling stories of people who realize they can do something clever to help a loved one and use Amazon Prime to save the day. Our new advertisement follows this theme."

The latest ad is timed to hit the Black Friday shopping rush, as well as the Christmas season. Last year at this time Amazon told the story of a woman who bought a cat flap so that a miniature horse who didn't have any friends could join her in her own home.

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Nov 16, 2016
Joint London
Agency Producer:
Claudio Gorini
Amazon Prime
Agency Team:
Damon Collins
Agency Team:
Richard Exon
Agency Team:
Lori Meakin
Agency Team:
Adrian Lim
Agency Team:
Steve Williams
Agency Team:
Safeena Dhalla
Agency Team:
Claudio Gorini
Agency Team:
Josh Harris
Agency Team:
Toni Barker
Agency Team:
John deGraft-Johnson
Client Representative:
Simon Morris
Client Representative:
Laura Stead
Production Company:
Simon Rattigan
Camera Operator:
Ian Murray
Mike Wells
Recording Studio:
Bruce Townend
Editorial Company:
The Quarry
Facility House:
The Mill
Master Rights:
The Mill
Recording Engineer:
Antony Moore
Recording Engineer:
Jon Clarke
Recording Engineer:
Phil Bolland
Ludovico Einaudi
Sony Publishing
Gary Bradley
Zubier Hassam
Tom Arnold

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