When producing this year’s holiday campaign, Amazon wanted to be mindful of the limited spending power many customers are likely to have after a year of economic uncertainty. The creative idea would also need to work in as many countries as possible.
The retail giant’s in-house creative team would end up producing the “Joy Is Shared” campaign, with the main brand story told in the centerpiece ad “Joy Ride.” In conveying the message that Amazon’s mission is to make people’s lives a little easier, the ad has been hailed by advertising effectiveness companies as one of the best-performing spots produced by the ecommerce giant.
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