Amazon has launched its holiday ad campaign; Joy is Shared, showing how moments are made more special when shared with others. The 60-second film Joy Ride tells the story of three lifelong friends reviving the fun snow days of their youth by purchasing snow sled equipment with the Amazon shopping app. The spot features an instrumental rendition of The Beatles’ well-loved song “In My Life” since its theme perfectly matches the ad’s ode to enduring friendships and shared memories.
A Joyful Theme
The joy theme has been a message that has been popular in the last year, with marketers understanding the need for today’s consumers to focus on well-being and health. “This year’s Holiday campaign is inspired by our Amazon customers and their thoughtful ideas and traditions,” said Jo Shoesmith, vice president and global chief creative officer of Amazon. “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 a chance to celebrate the different facets of themselves and how they express joy, regardless of their age.”
Moments Of Joy
Providing moments of joy can help companies deepen the level of emotion with their target markets; storytelling is a great way to build that bond. Amazon’s campaign shares the story of lifelong friends sitting on a bench in winter, longing for the days of their youth when one of the characters decides to reignite moments of their childhood. The main character, Maya Waterman, purchases sleds and helmets for the group of three friends, at which point they take to the slope and go for a sled ride.
It is a heartwarming story that brings together friendship, holidays, and cold weather fun. “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, ” said Waterman.
Sharing Joy Across Generations
Laughter, cheers, and an emotional flashback to their youth spent together on the same slope come flooding back. The energetic trio is joyful as they zoom down the hill with their arms waving. The younger generation looks on in admiration.
“Sharing joy with others and finding ways to connect is what this year’s campaign is all about. We hope to bring some of that joy to our customers and help them find anything they need to make this season even more meaningful,” Claudine Cheever, vice president of global marketing at Amazon said.
The campaign runs across North America and 12 additional countries worldwide. Amazon runs three other ads under the “Joy is shared” campaign to promote key sales periods like Black Friday Week, Cyber Monday, and Last-Minute Deals from mid-October to December.
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