Thumbs up? Thumbs down?

Each holiday season, there are a few ads that stir strong opinions. One of them this season is Amazon’s “Joy Ride” ad.

If you haven’t seen it, it features three elderly women on a park bench watching children sledding down a hill. The next day they receive, from Amazon, seat cushions, which they convert into makeshift sleds. They use the cushions to fly down the hill, all smiles and arms upraised, as they celebrate their lifelong friendship and relive the holiday seasons of their youth.  All the while, an instrumental rendition of The Beatles’ “In My Life” plays in the background.

Reviews have been somewhat mixed. A lot of people love it. It is clever storytelling with an unexpected twist at the end. And the brand plays a central role in driving the narrative forward without being too obtrusive. However, the grinches at Campaign Magazine UK gave it the “Turkey of the Week” prize for being a little too maudlin and predictable.

On LinkedIn, Mark Ritson commented that he, personally, thought the ad was cringy but also noted that his feelings are irrelevant because he isn’t the consumer. If consumers like it, it is a great ad.

The emotional storytelling is excellent, and, most importantly, the emotion is driven by the brand. So, it isn’t just a PSA for friendship and nostalgia brought to you by Amazon. It’s a message about what Amazon can do for people.

Personally (speaking as the person writing this blog post) I am averse to weepy, sentimental themes – and for that reason I detest “In My Life.” For me, the music spoils an otherwise well-crafted ad, but I am probably in the minority — most of the world loves that song.

I wonder how this ad would play with a more upbeat soundtrack?  I am not sure if it would be better or worse for most people, but the song choice really shapes the feelings that come through on screen and, thus, consumers’ reactions to it. 

What do you think of the spot?