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Amazon “The Show Must Go On” 2021

Amazon “The Show Must Go On” (2021) is an Amazon commercial directed by Melina Matsoukas for Lucky Generals, produced by Prettybird. It won 4 awards, including shots Awards EMEA 2021 Gold — Cinematography (Up to and including two minutes), Epica 2021 Bronze Best Use of Music and Kinsale Sharks 2021 Bronze Film Craft (International) - Best Peformance (v/o, singer, visual).

A young ballerina's dream of performing is nearly shattered by a cancelled show, but her community rallies to create a magical outdoor performance, proving that the show must go on.

Video: Amazon Market on YouTube

Shot by shot

  1. A group of young ballet dancers, dressed in leotards, gather in a bright, spacious studio with mirrors and barres, preparing for practice.© Amazon0:00
  2. A young Black woman in a school uniform dances playfully, holding a frying pan like a guitar in a dimly lit living room.© Amazon0:07
  3. A young person in a light blue leotard and ballet shoes practices ballet in a dimly lit bedroom.© Amazon0:14
  4. A young woman in silhouette dances with arms outstretched on a rooftop at dusk, with city buildings in the background.© Amazon0:20
  5. A young girl with curly hair stands in a dark, wet tunnel, illuminated by a distant light, looking small and isolated.© Amazon0:26
  6. A female dancer in a white leotard leaps gracefully through a dark, wet tunnel, illuminated by overhead fluorescent lights.© Amazon0:32
  7. Amazon “The Show Must Go On”, shot 43© Amazon0:41
  8. A young man in a bucket hat and face mask looks down, standing in a dimly lit room.© Amazon0:46
  9. A child's hands hold up a handmade invitation for "The Show" with a drawing of a dancer, in a dimly lit room.© Amazon0:53
  10. A female dancer in a white dress and floral headpiece performs on a dark stage, with blurry lights in the background.© Amazon1:00
  11. A young female ballerina in a white tutu dances gracefully on a dark street at night, with streetlights visible in the background.© Amazon1:11
  12. A young girl in a white tutu performs ballet in a spotlight on a snowy street at night, with festive lights in the background.© Amazon1:16

Stills © Amazon. Made by Lucky Generals, Prettybird and Melina Matsoukas.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Community creates a magical outdoor ballet performance for a young girl.

Tagline: “The show must go on”

dream deferredcommunity ralliesmagical transformationunexpected stagechild's joyovercoming adversity

The cut

Length
86 s
Shots
81
Average shot
1.1 s

What creatives use Amazon “The Show Must Go On” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Amazon “The Show Must Go On”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A group of young ballet dancers, dressed in leotards, gather in a bright, spacious studio with mirrors and barres, preparing for practice.© AmazonA young Black woman in a school uniform dances playfully, holding a frying pan like a guitar in a dimly lit living room.© AmazonA young person in a light blue leotard and ballet shoes practices ballet in a dimly lit bedroom.© AmazonA young woman in silhouette dances with arms outstretched on a rooftop at dusk, with city buildings in the background.© Amazon
    Frames from Amazon “The Show Must Go On”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Amazon “The Show Must Go On” in order, with its length, framing and what happens in it.

    A group of young ballet dancers, dressed in leotards, gather in a bright, spacious studio with mirrors and barres, preparing for practice.© AmazonA young Black woman in a school uniform dances playfully, holding a frying pan like a guitar in a dimly lit living room.© AmazonA young person in a light blue leotard and ballet shoes practices ballet in a dimly lit bedroom.© AmazonA young woman in silhouette dances with arms outstretched on a rooftop at dusk, with city buildings in the background.© AmazonA young girl with curly hair stands in a dark, wet tunnel, illuminated by a distant light, looking small and isolated.© AmazonA female dancer in a white leotard leaps gracefully through a dark, wet tunnel, illuminated by overhead fluorescent lights.© Amazon
    Length: 86 s · Shots: 81 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a dream deferred

    Before you present an idea, you need to know who has done it, and how.

    Amazon “The Show Must Go On” is built on a dream deferred. Search the library by idea to see every spot that uses it.

    Whisper “Keep Girls in School”© WhisperOUTsurance Life “Education”© OUTsurance LifeHSBC “Swimmer”© HSBCYum! “KFC - Theatre”© Yum!
    Whisper · OUTsurance Life · HSBC · Yum!

More commercials by Melina Matsoukas

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Questions

Who directed the Amazon “The Show Must Go On” commercial?

Melina Matsoukas directed it, produced by Prettybird, for the agency Lucky Generals.

Which agency made Amazon “The Show Must Go On”?

Lucky Generals created it for Amazon (2021).

What awards did Amazon “The Show Must Go On” win?

4 awards, including shots Awards EMEA 2021 Gold — Cinematography (Up to and including two minutes), Epica 2021 Bronze Best Use of Music, Epica 2021 Bronze Copywriting & Storytelling and Kinsale Sharks 2021 Bronze Film Craft (International) - Best Peformance (v/o, singer, visual).

What is the tagline of Amazon “The Show Must Go On”?

“The show must go on”

Sources for the credits and awards

winners.epica-awards.comwinners.epica-awards.comweb.archive.orgweb.archive.orgweb.archive.orgshots

Amazon “The Show Must Go On” (2021) Commercial by Melina Matsoukas: Credits, Awards & Stills