Amazon preps launch of 2023 global Christmas advert during tonight's Coronation Street episode

Amazon will launch its 2023 global Christmas advert today during the first ad break of Coronation Street on ITV at 8pm GMT.

The campaign centrepiece is a 60-second film called ‘Joy Ride’, which stars three older women as main characters in a story about life long friends reviving the joy of their youth atop a sledging hill – all thanks to a flash of inspiration (and the Amazon shopping app.

The spot features a rendition of The Beatles’ In My Life.

According to a press release, 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 married perfectly with the core theme of the ad.”

The rendition, developed exclusively for this campaign, was a collaboration with a 40-piece orchestra (recorded live in Prague) and, as a nod to the sound of the Liverpudlian rock band, an old upright Piano (recorded live in London). 

“This year’s Christmas campaign is inspired by our customers and their thoughtful ideas and traditions,” says Jo Shoesmith, VP Global CCO, 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, comments: “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, says: “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 of preconceptions and show we are not just ‘young at heart’ but still throwing ourselves into life”.

Ed Smith, GM of EU Integrated Marketing at Amazon, adds: “The festive season is a time when people revel in traditions, past memories and embrace their inner child.”

“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.”

Produced by Amazon’s internal creative team and production company Hungry Man, and directed by Wayne McClammy, Joy Ride will run nationwide through to the end of December across broadcast TV, video on demand, online video and social channels, including complementary social activations with creators on TikTok.

The campaign will run across North America, Europe and seven additional countries worldwide, with Amazon putting out three other adverts under the “Joy is shared” campaign to promote key sales periods like Black Friday week, Cyber Monday, and last minute deals throughout November and December.