The nostalgic advert shows a trio of elderly friends watching children sledge down a hill, prompting one of the friends to add a padded seat cushion to her Amazon shopping basket.

The delivery arrives the next day and the friends place the padded cushions in their sledges before joining the children on the slopes as flashbacks to their youth appear on screen.

The ad features an instrumental version of The Beatles’ song In My Life developed exclusively for the campaign by a 40-piece orchestra.

Jo Shoesmith, Amazon vice president global chief commercial officer, said: “This year’s Christmas campaign is inspired by our Amazon customers and their thoughtful ideas and traditions.

“The stories we tell serve as a reminder that sometimes the joy you receive from doing something special, for those you love, can uplift us all at this time of year.

“We also wanted to give these wonderful women the chance to celebrate the different facets of themselves and how they express joy, regardless of their age,” she said.

Amazon general manager of EU integrated marketing Ed Smith said: “The festive season is a time when people revel in traditions, past memories and embrace their inner child.

“We recognise that many customers may still be feeling the impact of economic uncertainty this year and that is why we’ve focused on the joy of shared experiences in our new Christmas campaign.”

He added: “If Amazon can play a small part in helping customers share that joy, then we will be delighted.”

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