Amazon’s Retro Choir Returns to Share the Joy of Deals

Amazon’s newest, oldest-looking Social campaign is back and continuing the tradition they started with their original TV campaign from the ‘90s inspired by live holiday variety show sing-a-longs from the ‘60s. The Amazon choir is back with new songs of savings, including a song about never-ending deals sung from a never-ending toboggan, and a song with tips on how to hide at work while shopping Cyber Monday deals.

This holiday campaign is for price-conscious holiday shoppers across social networks (TikTok, Snapchat, Meta and Instagram).

This campaign marks year two of last year’s award winning (D&AD, Webby, Clio, One Show and seven London International Awards) irreverent musical campaign for Amazon – Amasongs. Inspired by live sing-a-long variety shows from the 1960’s, Amazon initially rolled out this campaign in the 1990’s, before bringing their sweat-clad choir back last year for a new, social savvy generation. Last year’s campaign boasted TikTok’s most-shared TopView ad of 2022 and garnered over 10 billion impressions. This year Amazon’s holiday choir is pushing the humour, wordplay and set-pieces even further along with some giant puppets, purposefully cringey gen-z slang, and oversized props including an Amazon delivery sleigh-van.

Amazon made this campaign to stay top of mind with price-conscious shoppers and highlight deals from the year’s biggest sales events. And to break through the holiday ad clutter with ownable and distinctive visual treatment that intentionally looks like a fish out of water.

The media buy includes two TikTok Topview ads that customers will see when they open the app on Black Friday and Cyber Monday, long and short form songs across Snapchat, Meta and TikTok, pre-roll and digital/terrestrial audio.

Jo Shoesmith, Amazon vice-president and global chief creative officer said, “In social, self-awareness is key. We try not to take ourselves too seriously and we’re not afraid to poke fun at ourselves if it means surprising and delighting our customers in unexpected ways. That includes reviving an old TV campaign with an out-of-time choir that seemingly has no place on social media. But when you think about the lo-fi content and quirky humour that’s popular on today’s sound-on channels, driven by music and captions, it was an oddly perfect choice that.”