I hope this work continues to set us apart from other retailers in ways that only Amazon can deliver.
Claudine Cheever, vp of global marketing, Amazon
Returning as director was Wayne McClammy from Hungry Man, who previously helmed this year’s Super Bowl ad “Saving Sawyer,” with editing by Cabin Editorial, special effects from The Mill and post-production audio by Lime Studios.
London-based sonic branding team Dlmdd worked on the soundtrack, which was seen as a vitally important element of the storytelling.
According to Cheever, “In My Life” was chosen not only because it is one of The Beatles’ most well-loved songs, but also because “it’s an ode to enduring friendships and shared memories, which marries perfectly with the core theme.”
Hopes for success
“Joy Is Shared” will appear across various media including broadcast, digital/online video, social, cinema, audio and out of home.
Running from Nov. 6 in the U.K. and Europe, and from Nov. 13 in the U.S. and Canada as well as 12 additional countries, the ads will appear during key sales periods such as Black Friday Week, Cyber Monday and to promote various deals from mid-October to December.
Amazon will measure the campaign’s impact through retail sales, specifically the deals being offered in different parts of the world. Beyond the usual metrics, the campaign intends to create a lasting connection with Amazon customers.
“Connected to Amazon’s company mission to make our customers’ lives better and easier every day, and to invent relentlessly to do so, it’s my team’s mission to be the most measurably effective, creatively breakthrough marketing organization in the world,” said Cheever. “I hope this work continues to set us apart from other retailers in ways that only Amazon can deliver.”
She emphasized that Amazon’s value propositions, from selection to competitive pricing and convenience, are what “help people create meaningful moments for themselves and for others. This connection to our customers is always an important focus for us, and it’s especially poignant during the holiday season.”
A strong reaction to the campaign
The response to “Joy Ride” has been largely positive, with effectiveness measurement firms declaring it a creative success.
Kantar found it to be Amazon’s most effective Christmas ad since 2019’s “Everybody Needs Somebody,” with the potential to deliver a long-term return. “Joy Ride” featured in the top 2% of ads analyzed by Kantar for being “enjoyable” and the top 4% for “emotive story.” It also landed in the top 10% for “humor.”
