Benedict Cumberbatch turns Amazon reviews into holiday drama
Amazon brings back review-inspired theatre, tapping into celebrity power for its festive push
Amazon is taking a dramatic turn this holiday season. Literally. The eCommerce giant has revived its “5-Star theater” campaign, bringing actor Benedict Cumberbatch to center stage to perform actual customer reviews as high-stakes monologues.
The campaign leans heavily into performance and emotion, using dramatic flair to spotlight mundane but beloved products. From a Toto bidet to a SharkNinja blender, Cumberbatch’s Shakespearean delivery transforms household items into share-worthy content, backed by moody piano scores and intense lighting.
This article explores how Amazon is blending theatrical storytelling, celebrity power, and cross-platform content to boost seasonal engagement and what marketers can take away from the strategy.
Short on time?
Here’s a table of contents for quick access:
- What is Amazon’s 5-Star theater campaign?
- How the campaign evolved for 2025
- Where the campaign shows up
- What marketers should take away
Patrecia Meliana
What is Amazon's 5-Star theater campaign?
First introduced in earlier holiday seasons, Amazon’s “5-Star theater” campaign repackages glowing customer reviews as live performance. This year’s version stars Benedict Cumberbatch in 15 different monologue-style clips, where he brings over-the-top gravitas to online product reviews.
One standout features him analyzing a “boyfriend pillow” with full theatrical weight, as a pianist sets the tone in the background. It's part satire, part brand storytelling, and very watchable.
The campaign spotlights everyday items, aiming to inspire gift ideas through humor and emotional resonance. Products featured include the Bissell portable carpet cleaner and other high-rated Amazon bestsellers.
How the campaign evolved for 2025
According to Amazon, Cumberbatch’s involvement came by popular demand. Fans of last year’s campaign specifically requested the actor return to the digital stage. It's also a timely comeback for Cumberbatch, who hasn’t done theatrical work in over a decade.
This year’s edition expands beyond video into audio and influencer channels. The brand partnered with podcasts like Not Gonna Lie with Kylie Kelce and A Very Merry Iconic Podcast by Danny Pellegrino. There’s also late-night integration with The Tonight Show Starring Jimmy Fallon.
These moves reflect Amazon’s broader strategy to meet audiences where they already are, whether scrolling TikTok or listening to a holiday-themed podcast on their commute.
Where the campaign shows up
Amazon is going all in on multi-channel visibility. Social media placements are prominent, particularly on TikTok and Snap, where short-form, high-impact content dominates.
These platforms are ideal for clips that are both entertaining and shareable, like a Hollywood actor delivering an ode to a carpet cleaner.
The campaign blends emotional storytelling with humor, making it more than a typical product push. And with content tailored for different media environments, Amazon ensures broader reach across generational segments and consumption habits.
What marketers should take away
Here’s how brand teams can borrow lessons from Amazon’s holiday production:
1. Turn reviews into content gold
Amazon’s campaign proves that user-generated content, when creatively packaged, can fuel powerful storytelling. Marketers should consider how to elevate customer feedback into campaigns, testimonials, or short-form videos that connect emotionally.
2. Embrace theatricality without sacrificing authenticity
Cumberbatch’s over-the-top performances walk the line between comedy and sincerity. It’s exaggerated, but still rooted in real customer sentiment. For brands, that balance is key. Keep content playful, but tied to genuine product value.
3. Celebrity-led doesn't mean one-channel
Instead of relying solely on ads, Amazon’s campaign stretches across platforms, from podcasts to late-night TV to social. Smart marketers should think omnichannel when planning celebrity collaborations to maximize ROI and meet users in multiple touchpoints.
4. Holiday campaigns can be funny, not just festive
While many brands go for sentimentality, Amazon leans into humor. The result is something more likely to be shared and remembered. Brands should test creative that entertains, not just promotes.
In an increasingly crowded holiday ad landscape, Amazon’s 5-Star theater reminds us that creativity, humor, and a strong hook still work. It also highlights a growing trend: turning functional content like product reviews into entertainment with cross-platform appeal.
As Cumberbatch gives new life to the phrase “soft but firm,” marketers might ask themselves: are we making the most of the content we already have.
