January 8, 2018

Give a little bit

Amazon holiday ad features, yes, singing boxes flowing through an automated DC.

By DC Velocity Staff

The holiday peak season can be a double-edged sword for retailers, delivering a big boost to the bottom line while simultaneously placing enormous stress on the back end of the operation.

A television commercial launched in November gives a nod to the behind-the-scenes fulfillment activity. Produced by none other than e-tailing behemoth Amazon.com Inc., the ad follows an order placed by a harried commuter on her smartphone all the way through to delivery to the delighted recipient, a young girl. The lighthearted ad depicts animated versions of Amazon's cardboard boxes being whisked along conveyors through a bustling warehouse. Using the silhouetted smile logo printed on each Amazon package, the boxes appear to sing a version of "Give a Little Bit," a 1970s-era hit by the English pop group Supertramp, as they proceed through the fulfillment process.

The ad exhorts viewers to order gifts for distant relatives, with the tag line "Say hello to our singing boxes - here to help you send a smile this holiday." But anyone who's spent time in an automated DC knows that it's not the boxes that make fulfillment happen, it's the specialized warehouse machinery. Fittingly, the Amazon ad features automated handling equipment like high-speed shoe sorters, automatic label applicators, gravity chutes, mergers and combiners, and extendable loading conveyors.

Resources Mentioned In This Article

Material Handling Videos

Join the Discussion

After you comment, click Post. If you're not already logged in, you will be asked to log in or register.

Subscribe to DC Velocity

Feedback: What did you think of this article? We'd like to hear from you. DC VELOCITY is committed to accuracy and clarity in the delivery of important and useful logistics and supply chain news and information. If you find anything in DC VELOCITY you feel is inaccurate or warrants further explanation, please ?Subject=Feedback - : Give a little bit">contact Chief Editor David Maloney. All comments are eligible for publication in the letters section of DC VELOCITY magazine. Please include you name and the name of the company or organization your work for.