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Dive Brief:
- Amazon launched its 2024 holiday marketing campaign this week in international markets. The effort leans on uplifting themes and centers on the classic Burt Bacharach and Hal David song “What the World Needs Now Is Love,” per details shared with sister publication Marketing Dive.
- “Midnight Opus” follows a theater janitor who has a passion for singing that his coworkers help realize by setting up a stage for him to perform on as a surprise. They are able to get him a tuxedo jacket for his showcase at the last minute thanks to Amazon.
- In the U.S., ads will air in 30-, 60- and 90-second cuts across TV, video on demand, online video, social and in cinemas for major movie releases beginning Nov. 18 and running through December. The longer version of the spot will also appear on Amazon Prime …