“The show must go on” for Amazon as the tech giant gears up for a huge holiday shopping season in the midst of the pandemic. That also happens to be the title of a new ad from the company featuring a touching nod to crisis we’re living through.

The holiday ad made its debut in the U.K. on Tuesday during an episode of “The Great British Bake Off” and features a young ballerina who is disappointed when her star turn in a winter show is derailed by the pandemic.

To read more, click here.