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For the third year in a row, the Amazon boxes are singing to ring in the holiday shopping season.

The new advertising spot from the tech giant features the smile logo on the side of its boxes joining in a rendition of Solomon Burke’s “Everybody Needs Somebody to Love.” Families, friends, strangers and delivery drivers also get in on the act.

The ad, which debuted Sunday night during the NFL game between Baltimore and New England, was created by the London agency Lucky Generals. In 2017, Amazon used the Supertramp hit “Give a Little Bit” in its holiday campaign, and last year the singing boxes were mouthing the words to Michael Jackson’s “Can You Feel It.”

The new global brand campaign will extend to traditional media channels, including online video, digital, radio, print, out of home and social, as well as Amazon box tape takeovers and beyond.

Amazon is sure to spend mightily to keep those singing boxes moving in a timely fashion this holiday, especially when it comes to the new standard one-day delivery for Prime. The company revealed during its earnings report at the end of October that it plans to spend nearly $1.5 billion in the fourth quarter alone for its expedited shipping initiative.

Shipping costs have skyrocketed in recent years as the company speeds delivery, and could eclipse $10 billion this holiday quarter. Increased expenses may be spooking some investors, GeekWire reported in October, as Amazon shares were down nearly 8 percent following the earnings report.

Perhaps the ABBA song “Money Money Money” would be a good advertising fit. Cue the boxes!

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