Amazon’s 2025 Christmas commercial revisits the touching story of three grandmothers sledding down a hill.
This year, Amazon has chosen to bring back the wonderful commercial released in 2023, titled “The Joy of Living.” The brand thus revives its most acclaimed Christmas commercial, which according to System1 was the most effective and emotionally resonant in Amazon’s history. With this comeback, the company reinforces its commitment to long-term advertising to maintain brand recall and positioning.
Amazon – The Joy of Sharing
“The Joy of Sharing” is the title of the Amazon Christmas commercial. It was created by the agency VP Global CCO, produced by Hungry Man, and directed by Wayne McClammy.
The piece shows a group of lifelong friends—grandmothers—watching as children sled down a snowy hill. One of them notices the spark of joy in their eyes and decides to buy a seat cushion for the sled. She immediately gifts it to her friends so they can all sled down together.
The Amazon Christmas commercial is a love letter to lasting friendships and the memories we share at any moment. According to Jo Shoesmith from VP Global CCO: “This year’s holiday campaign is inspired by Amazon customers and their clever ideas and traditions. The stories we tell remind us that sometimes, the joy that comes from doing something special for our loved ones can lift us all during this time of year.”
The commercial features the song “In My Life” by the Beatles, in a special version created specifically for the Christmas campaign. It’s an orchestral arrangement performed by 40 different musicians.
Amazon Reviews Read by Benedict Cumberbatch
In addition to reviving Amazon’s 2023 Christmas commercial, the brand has launched a new version of its “5-Star Theater” campaign. This time, it stars Benedict Cumberbatch, who performs real customer reviews as theatrical monologues, bringing to life more than 15 evaluations of popular gifts — from a cleaning machine to pajamas and a chair — aiming to inspire consumers to find the perfect gift during Black Friday and Cyber Monday.
Watch | YouTube
