Even John Lewis might have to up its game to top the feel good factor in Amazon’s Christmas commercial this year. In the 60-second spot, Joy Ride, created by Amazon’s internal creative team and directed by Hungry Man’s Wayne McClammy, an Amazon purchase allows three older women revive the joy of their youth, tobogganing on a ski field. Amping up the emotion is a cover of The Beatles’ song, In my Life, created exclusively for the campaign with a 40-piece orchestra recorded live in Prague.
Amazon’s Christmas message is that joyful moments are even more special when they’re shared.
“This year’s Christmas campaign is inspired by our Amazon customers and their thoughtful ideas and traditions,” stated Jo Shoesmith, VP global chief creative officer, 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 the chance to celebrate the different facets of themselves and how they express joy, regardless of their age.”
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.”
Annie O’Donnell, one of Maya’s lifelong friends in the story, added, “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”.
“The festive season is a time when people revel in traditions, past memories and embrace their inner child,” noted Ed Smith, general manager of EU integrated marketing at Amazon. “We recognise that many customers may still be feeling the impact of economic uncertainty this year and that is why we’ve focused on the joy of shared experiences in our new Christmas campaign. If Amazon can play a small part in helping customers share that joy, then we will be delighted.”
Credits
Client & Creative: Amazon
Chief Creative Officer: Jo Shoesmith
Executive Creative Directors: Tom Pettus & Philip Griffiths
Creative Directors: Josh Cassidy, Vicente Feliciano & Kurt Feng
Copywriter: Jeb Quaid
Head of Production: David Connell
Producers: Vanessa Macadam, Paul Lewis &Juliet Rios
Marketing Directors: Claudine Cheever & Walter Frye
Marketing: Ed Smith
Campaign Director: Laura Downey
Campaign Managers: Tessa Pauly & Maite Molling
Program Managers: Tiffany Carley & Shareen Kern
Production Company: Hungry Man US
Director: Wayne Mcclammy
Managing Partner: Kim Dellara
Producer: Rick Jarjoura
Director Of Photography: Jess Hall
Editing: Cabin Edit
Editor: Chan Hatcher
Post Production: The Mill Los Angeles
Colourist: Ricky Gausis
Sound: Lime Studios
Sound Engineer: Joel Waters
Music: DLMDD
