Watch now: Amazon’s Christmas advert 2023 celebrates the joys of childhood
Amazon's Christmas advert 2023 has arrived — and it celebrates expressing joy at every age.
Titled Joy is Shared, the heartwarming ad tells the story of three life-long friends who revive the joy of their youth by sledging down a snowy hill. Featuring a cover of The Beatles' In My Life, the ad is a love letter to deep friendships and the joyful memories we share.
The story begins with three ladies sitting on a park bench watching children sledge in their local park. Sipping hot drinks, they talk about when they were young and remember times gone by.
Not before long, the lead character opens the Amazon shopping app on her phone and adds padded seat cushions to her shopping basket — to enable them all to have a go at sledging once again.
Filled with joy and laughter, we then see the three ladies whizzing down the hill. The scene cuts to show them when they were young, showing that it brings back memories from the past.
'This year's Christmas campaign is inspired by our Amazon customers and their thoughtful ideas and traditions,' said 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.'
To coincide with the launch of the ad, customers can browse and purchase gifts from the Amazon Christmas Shop.
• Take a look at all the Christmas adverts as they are released here.
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Amazon Christmas advert 2021 recap
Titled Kindness, The Greatest Gift and set to Adele's moving new song Hold On, the heartwarming ad followed a young woman who felt anxious about life after lockdown. From university lectures to partying with friends, we saw the young girl struggle with normality once again.
Feeling alone, the short ad then showed how the neighbour reached out and formed a new friendship. As they sat together on a park bench, the young girl watched as her neighbour fed the birds. They shared a smile, but the neighbour saw something was wrong.
Demonstrating kindness at Christmas, we then saw the neighbour surprising the young girl with an Amazon gift: a bird feeder for her to hang from her balcony. It demonstrated how kindness truly is the greatest gift of all – even if it's something small.
Amazon Christmas advert 2020 recap
Amazon's Christmas advert 2021 followed the story of a young determined dancer whose dreams of dancing in a lead role are jeopardised due to the coronavirus (COVID-19) pandemic.
Titled The Show Must Go On, the heartwarming two-minute advert saw the ballerina prepare for the role of a lifetime. As lockdown restrictions tighten, the clip showed the dancer continuing to train passionately in and around her neighbourhood, not giving up hope.
Depicting her spirit and tenacity, the ad went on to show the highly-anticipated ballet show being sadly cancelled. Devastated the performance can't take place, we then see the girl's sister, neighbours and friends come together to give her a stage and an audience after all. The emotional finale shows the ballerina dancing on her street, performing for those around her.
Amazon Christmas Advert 2019 recap
The heartwarming, feel-good 2019 advert showed families, friends, colleagues and strangers from all walks of life coming together while singing and dancing along with the cheerful Amazon boxes, returning for a third consecutive year.
The 90-second visual started with a young girl playing the song on a pink piano, and continued to show how the joy of the festive season can spread to everyone. Among the scenarios was a burgeoning new romance on a train, an elderly couple dancing together, a tap-dancing shop assistant and a joyful Amazon delivery driver.
Watch the 2019 advert below:
Amazon Christmas Advert 2018 recap
Amazon's 2018 Christmas advert was another jolly sing-along. Singing The Jacksons' 1981 song 'Can You Feel It', the boxes came to life, bringing joy to anyone it crossed paths with, including children, dogs, office staff and even Amazon warehouse workers and delivery drivers.
Watch the 2018 advert below:
Amazon Christmas Advert 2017 recap
Amazon's 2017 advert saw hundreds of cardboard boxes singing Roger Hodgson's anthem, 'Give a Little Bit', as they embarked on a magical journey. The boxes of all different sizes moved along a conveyor belt in the factory, and then were processed and packed off in delivery vans, planes, and courier bikes.
Watch the 2017 advert below:
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