By Amazon Staff, Amazon News | The ad tells the story of 3 lifelong friends reviving the joy of their youth at the top of a snowy hill, proving that joyful moments are made even more special when they’re shared. This film is the brand centerpiece of Amazon’s global “Joy is shared” campaign and will run across broadcast TV, cinema, streaming video, online video, and social media . . .
Amazon’s 2023 global holiday campaign shows how joyful holiday moments are made even more special when they’re shared and having fun doesn’t have to stop at a certain age. The campaign centerpiece is a 60-second brand film called “Joy Ride,” which stars three older women as main characters in a story about lifelong friends reviving the joy at the top of a sledding hill—all thanks to a flash of inspiration (and Amazon’s shopping selection and convenience!).
The spot features an instrumental rendition of the Beatles’ “In My Life,” which ranked No. 23 on Rolling Stone magazine’s 500 Greatest Songs of All Time and ranked No. 1 by Mojo Magazine. The track was chosen as it is one of the Beatles’ most well-loved songs as well as an ode to enduring friendships and shared memories, which marries perfectly with the core theme of the ad.
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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 cart.
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The scene cuts to the friends, now ankle-deep in fresh snow, placing the new seat cushions into their sleds. 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 slope comes flooding back. The vivacious trio is full of joy as they zoom down the hill with their arms waving in the air. The younger generation looks on in admiration.
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Maya Waterman, the lead character of “Joy Ride,” commented, “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.” [Connie, Rosemary: You ready?]
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. An opportunity to shake off preconceptions and show we are not just ‘young at heart’ but still throwing ourselves into life.”
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Read – and watch – the full story here:
https://www.aboutamazon.com/news/retail/amazon-commercial-in-my-life-beatles
[While I hate to make Jeff Bezos any richer, this ad is truly brilliant!]
[Our thanks to Larry Odneal for calling our attention to this commercial with the Beatles’ song | Larry’s Facebook page: https://www.facebookcom/profile.php?id=61553521484100]
Photo: From Littleton’s Sledding Hill Park’s Facebook page
Watch: Amazon’s Heartwarming Holiday Commercial Set to a Cover of The Beatles’ ‘In My Life’
