Description
Amazon has launched the second installment of its Cannes-winning Five Star Theater campaign, where real five-star Amazon customer reviews are performed by a real serious actor. Following last year’s campaign with Adam Driver, where viewers suggested—and in many cases explicitly asked—that Benedict Cumberbatch be the next performer, Benedict returned to the stage for the first time in a decade to give his own one-man theatrical performance.
In his signature way, Benedict brings humor and drama to the 2025 Five Star Theater campaign, treating each review as a different character and embracing the real serious tone of the concept, while displaying the real serious commitment of every customer he embodies. While the performances are dramatic, the reviews themselves are unchanged—the campaign continues to highlight real customer voices, using an AI-powered curation process that surfaces the most distinct, heartfelt, and delightfully specific expressions of the gifts people truly love. Spanning across gift-worthy categories and aimed at inspiring holiday shoppers to find gifts they’ll love for everyone on their list, Benedict’s hilarious product reviews that will release throughout the season include: Boyfriend Pillow, Sun Hat, Penguin Pajamas, Mane ‘n Tail Haircare, Coffin, Heater, Bidet, Uno Game, Green Machine, and Power Tool. You can see the first ad spots that are live now below:
Produced by Amazon’s internal creative team and directed by Mike Diva from Lord Danger, Five Star Theater runs through 12/22 across social, digital, and premium placements, including TikTok Top Views, Snapchat First Stories, YouTube, Lyft, Uber, Hearst, and Boingo. Spots will also appear on major platforms via POLV (Disney/Hulu, Paramount, Samsung, Roku, and more), as well as during premium sports programming, such as Thursday Night Football on 11/13 and the Black Friday Football Game.
Five Star Theater builds on Amazon’s Every Thing for Every Holiday overarching global ad campaign. Running through 12/22, Every Thing for Every Holiday embraces that there is joy in the familiar and demonstrates how Amazon supports every version of the season with its wide selection, great deals, and convenient delivery, no matter the tradition, gift, or budget. Retail spots featured throughout the season include Your Old Room, Kids Table, Hideout, Big Spoon, and Father of All Gifts, each speaking to a different, recognizable holiday moment or dynamic and showing how Amazon can help make each of those moments easier, more joyful, or more meaningful.
This professional campaign titled 'Five Star Theater - featuring Benedict Cumberbatch ' was published in United States in November, 2025. It was created for the brand: Amazon, by ad agency: Amazon XCM In-House. This Film medium campaign is related to the Retail Services industry and contains 4 media assets. It was submitted 26 days ago.
