Three lifelong friends sit on a snowy bench watching children sledding. One of the women fires up her Amazon app and orders three sled-worthy seat cushions. A few days later the cushions arrive, and before you can say “it’s festive advertising time” the three friends are barreling down the slope with grins that threaten to outshine the Christmas lights. A string version of the tender Beatles classic “In My Life” plays as the old friends are briefly transformed into children once again. It turns out that Amazon’s bet that emotional ads will resonate with the public paid off. It signals a brand and marketing team who know their advertising audience. Oddly, marketers get sick of their ads much quicker than consumers do, but it’s a sure bet that the public isn’t tiring of the ad. Take to social media and you will see people applauding Amazon and lauding the new commercial as “the best of the holiday season.” Amazon’s “Joy Ride” ad isn’t just a heartwarming commercial — it’s what those in the ad business call a “masterstroke.”
