Amazon’s 2023 holiday ad campaign is intended to be a love letter to lasting friendships and joyful moments that don’t slow down because of age.
A 60-second commercial titled “Joy Ride” features three older women seated on a park bench, watching with a sense of familiarity and longing as children play on a sledding hill.
One of the women turns to Amazon to purchase seat cushions for sleds, and after the package arrives she gets her friends back in on the fun of hitting the hill. The spot is set to an instrumental rendition of The Beatles’ song “In My Life” as the women zip down the hill and a flashback shows them doing the same thing as young girls.
The ad was produced by Amazon’s internal creative team and production company Hungry Man. It goes live today in the U.K. and Europe, and in the U.S. and Canada on Nov. 13. It will run through December.
Amazon is gearing up for the busy holiday season with plans to hire 250,000 people, a significant increase from past years, citing projections for a strong holiday shopping period.
The company forecasts Q4 sales of $160-to-167 billion, up from $149.2 billion in the year-ago quarter.