Ecommerce giant Amazon is celebrating how joyful festive moments are made even more special when they’re shared in its 2023 Christmas campaign.
Centred around a 60-second ad, ‘Joy Ride’ tells the story of three older women reviving their lifelong friendship by reliving youthful escapades sledging down a snow-covered hill.
Set to The Beatles’ ‘In My Life’, the ad acts as an ode to enduring friendship and features a specially-recorded rendition of the classic song produced by sonic branding agency DLMDD.
“This year’s Christmas campaign is inspired by our Amazon customers and their thoughtful ideas and traditions,” Amazon VP global chief creative officer, Jo Shoesmith said.
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“The stories we tell serve as a reminder that sometimes the joy you receive from doing something special, for those you love, can uplift us all at this time of year. We also wanted to give these wonderful women the chance to celebrate the different facets of themselves and how they express joy, regardless of their age.”
Developed by the US firm’s internal creative team and Hungry Man, ‘Joy Ride’ will run across TV, video-on-demand, online video and social media running through to the end of December.
Amazon general manager of EU integrated marketing, Ed Smith added: “The festive season is a time when people revel in traditions, past memories and embrace their inner-child.
“We recognise that many customers may still be feeling the impact of economic uncertainty this year and that is why we’ve focused on the joy of shared experiences in our new Christmas campaign. If Amazon can play a small part in helping customers share that joy, then we will be delighted.”
