Amazon has today (6 November) launched its Christmas campaign for 2023, focusing on the “joy of shared experiences and timeless fun that transcends age”.

The 60-second ‘Joy Ride’ advert has no dialogue nor text on screen, and features three women who rediscover the joy of their youth on a sledging hill. It is accompanied by a rendition of The Beatles track ‘In My Life’ by a 40-piece orchestra recorded in Prague and an old upright piano recorded in London.

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

Commenting on the cost of living crisis, especially around Christmas, he continued: “We recognise 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.”

The advert will premiere tonight (6 November) during the first ad break of Coronation Street on ITV and will run globally, including in North America, Europe and seven additional countries.