During the 2022 holiday season, Amazon was feeling nostalgic and decided to bring back the sweater-clad choir from one of their very first holiday ad campaigns in the 1990s. The obscure ‘90s campaign was based on holiday variety shows made popular in the ‘50s and ‘60s, which featured men’s choirs accompanied by sing-a-long lyrics for viewers to follow along at home. Despite the reference material being older than our Gen-Z audience (and probably their parents) it was exactly the kind of bizarre, lo-fi, musical content they celebrate today. So, we dusted off some vintage Ikegami HL-43 3CCD 2/3 cameras, wrote 15 original songs, hand-built 13 custom sets and some giant props, doubled-down on the variety show references, and added a healthy dose of Internet humor – all to reintroduce our choir to a new generation of shoppers. The new performances debuted across Digital, Social and Streaming Radio, effectively softening the holiday hard-sell with weird, humorously nostalgic sing-a-longs. With 9.9 billion impressions, it became TikTok’s most-shared TopView ad of the year, and the highest holiday sales weekend in Amazon’s history.