Amazon tugs on heartstrings for sweet Christmas ad

Amazon tugs on heartstrings with sweet Christmas ad telling the story of three older women reliving their youth by sledging down a snowy hill

  • EXCLUSIVE: The retail giant’s advert will be shown during Coronation Street
  • READ MORE: The Christmas adverts banking on star power

While many supermarkets have opted for A-listers, popstars and famous faces of Hollywood for their 2023 Christmas advert, Amazon has taken a different approach.

Instead of banking on star power, the retail giant is hoping to pull of the heartstrings this festive season, with a sweet video about life long friendship and joyful memories.

The 60-second advert, shared exclusively with Femail, tells the story of three life-long friends reviving the joy of their youth atop a snowy hill.

Called ‘Joy Ride’, the spot features a rendition of The Beatles’ ‘In My Life’ played by a 40-piece orchestra. 

Against this musical score and snowy backdrop, the ad is an ode to friendship – a heart-warming story that unfolds as the three older women gather on a park bench and sip hot drinks, wistfully watching on as playful children and teenagers sledge down the hill in their local park.

Instead of banking on star power, Amazon is hoping to pull of the heartstrings this festive season, with a sweet video about life long friendship and joyful memories

While the world around them whizzes by, the friends stay seated, quiet and still. But not for long. 

The lead character takes in the scene, noticing that her friends are looking out longingly.

With that, we see an idea spark within her and a mischievous smile appears. 

She opens the Amazon shopping app on her mobile phone and adds padded seat cushions to her shopping basket.

The very next day, the delivery arrives and, back to their special spot, the friends are presented with the Amazon box. 

When they open it, they are mystified with its contents.

But with their interest piqued, the leader of the group encourages her friends to follow her to the hill.

The scene cuts to the friends, now ankle-deep in fresh snow, placing the new seat cushions in their sledges. 

Called ‘Joy Ride’, the spot features a rendition of The Beatles ‘ ‘In My Life’ played by a 40-piece orchestra that shows women sledging 

With a reassuring smile, their excitement and anticipation take hold and they join the (somewhat younger) crowds on the snowy slopes.

Laughter, cheers and an emotional flashback to their youth spent together on the same slopes comes flooding back. 

The vivacious trio are full of life as they zoom down the hill with their arms waving in the air.

Once the women reach the bottom of the snowy hill, they rise to their feet and, with enthusiasm, begin the walk back up the hill. 

Their excitement is palpable as they get ready for another exhilarating ride down the snowy slope.

The ad is the start of Amazon’s integrated ‘Joy is shared’ festive brand campaign and will run across TV, streaming and online until the end of December, it will first be shown on TV during Coronation Street on ITV tonight.   

The global Christmas campaign aims to show how joyful holiday moments are made more special when they’re shared and that having fun doesn’t have to stop at a certain age. 

‘This year’s Christmas campaign is inspired by our Amazon customers and their thoughtful ideas and traditions,’ said Jo Shoesmith, VP Global CCO, Amazon told FEMAIL.

Laughter, cheers and an emotional flashback to their youth spent together on the same slopes comes flooding back in the ad

‘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.’

Maya Waterman, the actress playing the character of ‘Joy Ride’, said: ‘I feel incredibly proud to have, quite literally, taken the reins as one of the stars of a global Holiday advertising campaign. 

‘Nostalgia in older age can often be framed as something overly-sentimental that you yearn for, so I feel immensely proud that we were able to flip that narrative on its head and tell a story of three women, who don’t just relive memories, but make new ones. I hope audiences of all ages relate to that feeling of shared joy.’

Annie O’Donnell, one of Maya’s lifelong friends in the story, said: ‘At our age, it’s not uncommon to be typecast. And, while I will happily play the role of someone’s sweet grandmother, it is always exciting to be able to show a different side.

READ MORE: Revealed: The best Christmas advert as voted for by MailOnline readers – where does YOUR favourite rank? 

‘An opportunity to shake of preconceptions and show we are not just ‘young at heart’ but still throwing ourselves into life’.

 The ad is a stark difference from others this year, which appear to be banking on star power.

Alison Hammond, Lisa Snowdon, Sophie Habboo and designer Zandra Rhodes – to name a few – feature in the star-studded Debenhams Wonderland is Waiting Christmas advert.

Elsewhere, Sainsbury’s brings the star power with Rick Astley, who is shopping for his Christmas feast in the store. 

Dawn French returns as the M&S Food fairy in this years festive advert and she is joined by Hollywood actors and Wrexham football club co-chairmen, Rob McElhenney and Ryan Reynolds. 

M&S’s main advert also uses a starry line up of singer Sophie Ellis-Bextor, actresses Zawe Ashton and Hannah Waddingham, and TV star Tan France, the M&S missive for 2023 is to put yourself and your own needs first. 

Waitrose’s first Christmas campaign with new partners Saatchi & Saatchi has the brand promise of Food to Feel Good About at the core of its creative. 

The 90-second advert features TV presenter Graham Norton and showcases a selection of festive food and drink offerings. 

Sports Direct has partnered with some of the UK’s biggest sports talent for their Christmas advert.

It features Manchester United’s Mason Mount (for the third year running) who leads up line-up including Lionesses Alessia Russo and Lauren Hemp.

They join Arsenal goalkeeper Aaron Ramsdale and his teammates Eddie Nketiah and Gabriel Jesus alongside Crystal Palace’s Eberechi Ez.

More footballers come as Spurs star James Maddison makes an appearance while boxers Johnny Fisher, Conor Benn and sprinter Zharnel Hughes complete the line-up.

While Asda opted for A-list singing sensation Michael Buble. 

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