With just 10 days to go before Adele drops her anticipated fourth album, 30, one of the tracks from the collection made its debut in a new holiday ad from Amazon on Sunday. The spot features the swelling ballad “Hold On” playing in the background as the soundtrack to a story of a lonely college student whose day is brightened when a neighbor lights up her holiday season with a thoughtful gift.
The track featuring a marching band-style snare drum counterpoint to a warm piano base, finds Adele lamenting the struggle to stay positive amidst challenges. “Right now I truly hate being me/ Every day feels like the road I’m on/ Might just open up and swallow me whole,” Adele croons as a voiceover describes the rise in cases of anxiety among young adults caused by the ongoing COVID-19 pandemic.
In a Vogue profile last month, the song was described as a “joyous anthem” that features a chorus of the singer’s friends singing, “Just hold on/ Just hold on.” The spare track picks up near the end of the ad, with the addition of the martial drums and a gospel chorus of backing vocalists swelling behind the singer. “The thing that they’re all singing is what my friends used to say to me,” Adele told the magazine. “That’s why I wanted them to sing it, rather than an actual choir.”
“Easy on Me,” released Oct. 14 on Columbia Records, drew 70 million radio airplay audience impressions (up 12%) and 25.8 million U.S. streams (down 19%) and sold 15,800 downloads (down 32%) in the Oct. 29-Nov. 4 tracking week, according to MRC Data. The ballad also continued its run as the biggest song in the world with ah third week at No. 1 on both the Billboard Global 200 and Billboard Global Excl. U.S. charts (dated Nov. 13).
Listen to “Hold On” in the ad below.