Amazon “Smile”
In a world divided, "Smile" reminds us of the transformative power of positivity, urging everyone to share a gesture that transcends borders and builds connection.

Amid global tensions and a polarized election season, "Smile" aimed to uplift and unite through the world’s simplest, most powerful gesture. The campaign launched with a manifesto spot, featuring a poetic voiceover celebrating the impact of a smile—“It’s the world’s most powerful gesture… free to give but priceless to receive.” Airing during Super Bowl lead-up, this spot set the stage for “The Missing Piece,” a heartfelt Super Bowl commercial about a young boy who, after moving to the U.S., feels isolated until he receives a gift from Amazon. The iconic box transforms his expression, giving him the Amazon smile, signifying acceptance and friendship. Digital extensions included a Snapchat filter that revealed surprises with each smile and a celebrity-driven social push, encouraging users to share their smiles with #StartsWithASmile for the chance to win memorable prizes, from a voice memo by Alec Baldwin to a new car.