• by Sarah Mahoney , 10 hours ago

Amazon isn’t messing with a hit. The company is reviving last year’s viral “5-Star Theater” campaign, this time starring Benedict Cumberbatch, who lends Shakespeare-class gravitas to the most ordinary items: a carpet cleaner, penguin PJs, a boyfriend pillow, even a “yoga” chair (wink.)

Cumberbatch replaces last year’s “serious actor,” Adam Driver, but performs on the same over-the-top set: a grand piano and accompanist, a gleaming Christmas tree, and a stage bow worthy of the West End. Amazon says the casting came from a customer suggestion, and that Cumberbatch jumped. After a decade away from live theater, he returned to Amazon’s stage to perform more than 15 five-star reviews as a one-man show, wringing plenty of pathos from product copy.

Media partnerships include podcasts like “Not Gonna Lie” with Kylie Kelce and Danny Pellegrino’s “A Very Merry Iconic Podcast.” There’s a late-night integration on “The Tonight Show Starring Jimmy Fallon,” and high-profile placements on TikTok and Snap.

The “5-Star Theater” is just one pillar of a broader holiday slate. Amazon is also bringing back “Joy Ride,” the 2023 gem featuring three older women wordlessly conquering a sledding hill, set to a moody version of the Beatles’ “In My Life.” New creative reprises a familiar theme — Amazon as the fast path to the “perfect gift” — in this case, workout shorts that provide dad with a little more coverage.

On the retail side, Amazon outlined Black Friday Week and Cyber Monday events running Nov. 20 through Dec. 1, promising millions of deals and daily drops across artificial trees, décor, Amazon devices and select electronics. And in a nod to grocery ambitions (and price anxiety), it’s rolling out a “Feed 5 for $25” Thanksgiving meal offer.