Amazon is bringing humor and holiday cheer together with the return of its “Five Star Theater” campaign, this time starring two-time Academy Award nominee Benedict Cumberbatch. The actor delivers dramatic readings of the platform’s most absurd five-star customer reviews, turning ordinary products into moments of theatrical comedy.
Sitting in a cozy armchair by a flickering fireplace and surrounded by Amazon boxes, Cumberbatch performs reviews as if they were scenes from a one-man play. The contrast between his serious delivery and the quirky content of the reviews creates the campaign’s signature humor.
Standout lines include a heartwarming review of a Bissell portable carpet cleaner that saved the family from a food mishap and a glowing testimonial for a boyfriend-shaped pillow described as the perfect cuddle companion. The content was carefully curated using Amazon’s internal AI tools to find the most specific, unusual reviews on the platform.
The campaign, produced in-house and directed by Mike Diva of Lord Danger, will appear across Snapchat, TikTok, YouTube, and streaming platforms like Disney+/Hulu and Paramount through Dec. 22. Amazon is also tying the campaign to major events, including Thursday Night Football, Black Friday NFL games, and high-profile podcasts.
“Five Star Theater” is part of Amazon’s wider “Every Thing for Every Holiday” platform, which celebrates the range of gifts available on the site. This year’s season also features creative spots like “Your Old Room,” highlighting personal, relatable holiday moments alongside the humor of the theater campaign.
