Amazon Holiday Ad 2025

The holiday season is upon us, and Amazon has pulled a surprising move from its Santa’s sack: rather than debuting a brand-new spectacle, the e-commerce giant revived its 2023 ad “Joy Ride” for Christmas 2025. This decision to “re-gift” a previous campaign has sparked both applause and debate. Is Amazon’s nostalgic sled ride still magical the second time around, or is it a sign of creative coal in the stocking?

The Ad: Three Friends, One Timeless Sledding Adventure

“Joy Ride” remains a heartwarming mini-film about three lifelong friends who refuse to act their age – in the best way. In the spot, three elderly women sit on a snow-dusted park bench, wistfully watching children sledding down a hill. Inspired by a flash of youthful mischief, one friend discreetly orders padded seat cushions on the Amazon app. Cue a Prime delivery, and soon the trio are racing down that hill on sleds, cushions cushioning, laughter echoing. The cinematic storytelling needs no dialogue; instead, an orchestral cover of The Beatles’ “In My Life” swells in the background, evoking nostalgia and joy in equal measure. (Fun fact: the instrumental was specially recorded with a 40-piece orchestra in Prague and an old piano in London to capture an authentic nostalgic vibe.) The result is a montage of past and present – as the ladies hurtle downhill, brief flashbacks show them sledding together as little girls, underlining that true youth is a feeling, not a number. By the end, the women collapse into giggles at the bottom of the slope, greeted by astonished smiles from onlookers. It’s a beautiful ode to enduring friendship and to making new memories at any age. Amazon’s role in the story is deliberately subtle – the only product is those humble seat pads – keeping the focus on human connection over consumerism. The ad’s original tagline reminded us that joy is made in shared moments, and indeed “Joy Ride” shows how even a small Amazon purchase can spark big happiness among friends.

If this synopsis gives you déjà vu, it’s because we’ve seen this exact story before in 2023. And that’s entirely the point. Amazon is framing the return of “Joy Ride” not as a rerun, but as a budding holiday tradition. Just like families re-watch their favorite festive movies each year, Amazon is betting that audiences will welcome this familiar trio back into their homes for another Christmas season. The company even wove “Joy Ride” into a broader 2025 campaign called “Every Thing For Every Holiday,” hinting that the beloved characters have more tales to tell (one of the ladies’ family members is reportedly introduced in a new supporting spot this year). In essence, Amazon wants “Joy Ride” to become an annual ritual – a warm, recognizable story that signals the start of the holidays, the same way Coca-Cola’s red delivery trucks have been heralding Christmas since 1995.

The Strategy: Rewrapping Nostalgia (Smart or Scroogey?)

Amazon’s choice to “re-gift” its 2023 ad in 2025 is a bold break from the industry norm of fresh holiday campaigns every year. On one hand, it’s a shrewd strategy. The original “Joy Ride” was wildly successful – it tugged heartstrings worldwide and was hailed as one of Amazon’s most effective ads ever. (Research firm System1 rated it off-the-charts for emotional resonance and long-term brand building.) Rather than spend millions on a risky new concept, Amazon doubled down on a proven winner. The company’s marketing team, led by VP Claudine Cheever, noted that the 2023 ad struck a perfect chord with consumers, so why not let that melody play again? By saving on production costs (no new blockbuster shoot needed) and reallocating that budget into media spend, Amazon ensured even more people see the ad this time around. In a season saturated with jingles and gimmicks, sticking with a strong, simple story might be the smartest move of all. It’s essentially branding through consistency – turning “Joy Ride” into Amazon’s equivalent of a classic Christmas carol that gets airtime year after year.

This approach isn’t without precedent. Coca-Cola’s “Holidays Are Coming” truck ad has aired every Christmas for decades, actually growing more beloved and effective over time as viewers come to cherish its familiarity. (In fact, last year several top brands like Coke, KFC and Cadbury found success in the UK by reviving past holiday ads, proving that marketers often tire of an ad faster than the public does.) By positioning “Joy Ride” as a festive ritual instead of a one-off, Amazon taps into the comfort of recognition in a season built on traditions. The sight of those three grinning grannies on sleds can quickly trigger warm fuzzy feelings in viewers who remember them from before. In an era where every retailer is clamoring to top each other with bigger stunts, there’s something refreshingly confident (and dare we say, counterintuitive) about doing nothing new and letting a great story simply run its course again.

On the other hand, not everyone is applauding Amazon’s decision to play it safe. Critics have dubbed the move a potential holiday faux pas, suggesting it signals creative fatigue. In the advertising world, where novelty and buzz are prized, reusing an old ad could be seen as risk-averse or even lazy. One prominent industry publication cheekily crowned “Joy Ride” as the “Turkey of the Week” in 2023 despite its popularity, arguing that the storyline was predictable and lacked surprise. From the opening scene of the ladies eyeing the sledding kids, you can pretty much guess the entire plot – and sure enough, it delivers exactly that heartwarming (if cliché) ending. Detractors argue that by 2025 the emotional punch might be weaker: the first time around, the ad made us misty-eyed; the second time, we already know the punchline. In a sense, Amazon forfeits the element of surprise and risked seeming a bit cheap for a company of its size. Some viewers on social media have indeed quipped, “Wait, didn’t I see this ad last year (or two years ago)? Couldn’t Amazon come up with something new with all that money?”

There’s also the broader conversation about whether a feel-good ad can distract from a company’s less warm-and-fuzzy realities. A few cynical voices note that a cozy film about friendship glosses over any criticisms of Amazon’s own practices (worker conditions, rampant consumerism, etc.). Of course, nearly every major retailer’s holiday ad faces a bit of this kind of scrutiny, and it doesn’t stop millions from enjoying the narrative. Still, it’s a reminder that not everyone is willing to sled along with Amazon’s sentimental ride without comment.

Reception: Still Spreading the Joy

Controversies aside, “Joy Ride” appears to be resonating with audiences once again – like a favorite Christmas song back on the radio. Many viewers have reacted with genuine delight at seeing the trio return. It’s akin to bumping into old friends: there’s comfort and joy in the familiarity. Social media posts have been largely positive, with comments ranging from “I absolutely adore these ladies!” to “This ad gives me the warm fuzzies every single time.” In the UK, early sentiment analysis for the campaign reportedly showed over 90% positive reactions – an enviable score for any advertisement. The nostalgia factor is working its magic: for those who loved the ad in 2023, seeing it again brings back those same emotions, and for new viewers who missed it, it’s a fresh gift. Amazon has essentially turned a one-hit wonder into a holiday evergreen, and the public seems more than happy to go along for the sled ride.

The ad world’s number-crunchers also continue to sing “Joy Ride”’s praises. Effectiveness experts have noted that the spot retains extremely high scores in consumer surveys for likeability and emotional impact. In fact, Amazon’s reprise might be validating the notion that a great story can keep giving. By not diluting the brand message with a new concept, Amazon is reinforcing the memorable imagery (those orange Amazon boxes, that snowy hill) and brand association year over year. The sentiment “Amazon = making joyful moments possible” grows stronger each time “Joy Ride” airs. From a branding perspective, that consistency is gold.

It’s also worth highlighting a side benefit that won praise: representation. “Joy Ride” puts older women front and center in a fun, adventurous light – something still rare in advertising. In 2023, viewers and commentators lauded how the ad treated seniors not as background grandmas, but as the heroes of their own story, free to be silly and daring. Seeing Maya Waterman and Annie O’Donnell (the actresses) gleefully careening downhill was downright inspiring, and it’s still a breath of fresh air in 2025. The joke that “adventure doesn’t retire” lands just as well now. For this alone, many have forgiven Amazon for not making a new ad – because this one remains worth watching again.

Final Verdict: Beloved Tradition or Missed Opportunity?

Ultimately, Amazon’s “Joy Ride” still delivers the feels, even on repeat. The ad’s core message – that shared joy is the greatest gift – is as poignant in 2025 as it was in 2023. Watching those three friends sled and cackle like children can melt the iciest Grinch heart. In a landscape of high-tech gimmicks and one-upmanship, the simplicity and sincerity of “Joy Ride” stand out. In that sense, Amazon’s gamble to make it a holiday tradition appears to be paying off: the audience’s hearts are warmed, and the brand’s association with genuine holiday happiness is reinforced.

That said, it’s a fine line to tread. Holiday ads thrive on magic and surprise, and reusing a hit risks diminishing returns if overdone. Amazon has managed to bottle lightning twice with “Joy Ride” – a testament to just how special this ad is – but they’ll need to gauge carefully how long it can stay fresh. For now, though, the consensus leans positive: if the joy is real, who cares if we’ve heard the story before? Sometimes traditions form because a story is worth retelling. Amazon has effectively created a little tradition of its own here, and many of us will be smiling (and maybe tearing up) along with those sledding grannies all over again this Christmas.

In the end, “Joy Ride” in 2025 proves that joy shared – even re-shared – can still be joy multiplied. Amazon’s nostalgic ad is both a crowd-pleaser and a conversation-starter, wrapping up a lesson for marketers everywhere: when you strike gold, let it shine. Just as the three friends in the ad discover, some thrills are timeless – and sharing them again only makes the season brighter.