Amazon turns customer reviews into holiday theatre with Benedict Cumberbatch

Amazon is turning its customer reviews into theatre this holiday season, enlisting Benedict Cumberbatch to perform real reviews as dramatic monologues. The move revives the retailer’s “5-Star theater” campaign, aiming to inspire shoppers with gifts that hit the mark.

The idea came after fan requests on last year’s campaign specifically called for Cumberbatch. After a decade away from the stage, the actor returned to Amazon’s platform to perform over 15 reviews, including holiday favourites such as the Bissell portable carpet cleaner, Toto bidet, and SharkNinja blender.

One video sees Cumberbatch take a serious stab at a “boyfriend pillow” review, while a pianist sets a dramatic tone with classical music in the background.

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The campaign underscores Amazon’s promise of having something for everyone on your list.

This year, Amazon is amplifying the theatrics with podcast partnerships, including "Not gonna lie with Kylie Kelce" and "A very merry iconic podcast by Danny Pellegrino", alongside a late-night integration with Jimmy Fallon. Social media is also a key stage, with high-impact placements on TikTok and Snap.

“We are really excited to share this year’s '5-Star theater', with Benedict Cumberbatch bringing his own spin to the performance. We think our customers will be surprised and delighted by his take on the concept," said Jo Shoesmith, vice president and global chief creative officer, Amazon. 

Amazon isn’t the only brand leaning into spectacle this holiday season. Earlier this month, Coca‑Cola rolled out its 2025 global campaign, “Refresh your holidays”, spotlighting those working behind the scenes to bring seasonal magic to life.

The effort includes three new films, “A holiday memory” and two AI-driven reimaginings of the 1995 classic “The holidays are coming”—plus the return of Coca‑Cola Caravans and its Truck Tour in November and December. AI played a central role, with studios Secret Level and Silverside AI helping produce multiple versions of the films, tailored for different audiences and regions.

Meanwhile, Mariah Carey kicked off the festive season in diva style with Sephora, starring in her annual “It’s time!” video. This year, the clip reimagines the tradition in a Sephora-branded glam room, blending Carey’s sparkle with brand storytelling and a touch of comedy from Billy Eichner, who plays a mischievous elf staging a holiday strike.

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