Adele debuts soulful new song 'Hold On' in Amazon's poignant Christmas ad

As the buzz grows around Adele's highly-anticipated upcoming album 30, the pop star has debuted her second single, 'Hold On,' in Amazon's new Christmas ad.

However, unlike traditional upbeat holiday season advertising, Amazon's festive campaign takes a more poignant tone.

It follows a young woman who is continuing her life after the Covid-19 lockdowns but feels overwhelmed by everyday moments such as walking through a crowd.

Unbeknown to her, a neighbour notices that she seems to be having a hard time and sends the girl a gift through Amazon.

In the background plays a soulful piano ballad, while Adele and a gospel chorus provide a message of hope: "Just hold on."

Previously speaking to British Vogue, the 33-year-old songstress opened up about the inspiration behind the song, revealing "hold on" is what her friends used to tell her when she struggled with anxiety.

'Hold On' will feature on her upcoming album 30, which is set to be released on 19 November.