Amazon has built quite the reputation for hanky-worthy holiday ads. And the launch of “Joy Ride” fits right in, celebrating three devoted old friends using a classic Beatles tune.
At first, the great-grandmotherly trio seem so wistful they’re almost sad, watching kids sled down a snowy hill. With a sly smile, one of them orders holiday gifts: orthopedic seat cushions. While her friends are initially baffled, they soon swoop downhill, recapturing their long-ago glee.
It's challenging and humbling because the team always tries to top previous efforts, says Claudine Cheever, vice president of global marketing at Amazon. Previous ads include the weepy 2020 “The Show Must Go On,” about the COVID-cancelled performance of a young ballerina; “Kindness, the Greatest Gift,” the 2021 tearjerker about a lonely young woman; or last year’s “Joy is Made,” starring a snow-globe-obsessed little girl.
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