Amazon has unveiled its Christmas ad campaign, 'Joy is Shared', which features a cover of The Beatles' classic, 'In My Life'. The campaign, set to run until the end of December, and Amazon says it tells the heartwarming story of three lifelong friends who recapture their youth by sledding down a snowy hill, a moment of joy sparked by the Amazon shopping app.

The campaign will be broadcast across a variety of platforms, including Broadcast TV, Video On Demand, Online Video, and Social Media. The highlight of the campaign is a 60-second brand film, aptly named 'Joy Ride'. This film features an instrumental rendition of 'In My Life', a version developed exclusively for this campaign. The music was brought to life by a 40-piece orchestra and an old upright piano, adding a touch of nostalgia to the campaign.

The ad was crafted by Amazon's internal Creative team and production company Hungry Man, under the direction of award-winning director, Wayne McClammy.

Jo Shoesmith, VP Global CCO at Amazon, said, "This year's Christmas campaign is inspired by our Amazon customers and their thoughtful ideas and traditions." The campaign appears to be a nod to the resilience and creativity of Amazon's customers, who have had to adapt their traditions amidst ongoing global challenges.

Maya Waterman, the lead character of 'Joy Ride', expressed her pride in being part of the campaign, stating, "I feel incredibly proud to have, quite literally, taken the reins as one of the stars of a global Holiday advertising campaign."

Ed Smith, General Manager of EU Integrated Marketing at Amazon, acknowledged the economic uncertainty many customers may still be facing. He said, "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."