[By Tara Anderson]

The volume of intolerance towards differences in class, religion, sex and political affiliations across the world seems to have steadily increased over the last year. With Britain leaving the E.U. after the Brexit vote and the outcome of the U.S. presidential election, Amazon U.K. felt a need to remind us of our similarities and humanity.

The theme of the Amazon campaign centers on selflessness and concern for other people. In an inspiring video, Amazon highlights that despite our many differences, we are all more alike than we think. The video features the friendship between an Anglican vicar and a Muslim imam.

The heart-warming climax is their expression of generosity and care towards each other on discovering they share a common discomfort. The ad made its debut in the U.K. and will also air in the U.S. and Germany.

“We think it is an authentic and charming story,” said Simon Morris, director of advertising at Amazon.

Aware of the sensitivities surrounding the campaign, Amazon aimed to be respectful of the two religions portrayed in the video advertisement. They took a risk by executing such a campaign and it paid off, winning audience appreciation across the globe.

(Photo by Tara Anderson)

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