Adele previews stunning new ballad Hold On in Amazon’s Christmas advert

Adele has blessed us with an early preview of her new song, Hold On, ahead of the release of her fourth album 30. 

The stunning gospel ballad provides the soundtrack for Amazon’s Christmas advert, which was released on Monday.  

The advert begins with a young girl walking through a dark subway before emerging into the daylight amid the hustle and bustle of a big city. Adele’s familiar vocals then begin cooing the opening lines of Hold On as the girl meets a group of school friends.

Sitting in the classroom, she finds out there’s a test coming up but that doesn’t stop her hitting the town for a night out. The student later returns home under the watchful eye of her neighbour who seems to be concerned. 

A news report then says in the background: ‘In other news, cases of anxiety in young adults are rising as experts warn of the effects on well being caused by the pandemic.’ 

The friendly neighbour sweetly sends a care package to the girl who seems to be alone during the festive period. 

It closes with the heartfelt message: ‘Kindness. The greatest gift.’ 

Lyrics to Adele’s piano-led ballad include: ‘I swear to god i’m such a mess, the harder I try I regret / Every day feels like the road I’m on, might just open up and swallow me whole. 

‘Let time be patient / Let pain be gracious / Just hold on, just hold on / I will survive.’

Hold On is the second song Adele has revealed from the 30 album after releasing Easy On Me as the lead single last month. 

The 33-year-old discussed the inspiration behind Hold On in her recent interview with Vogue US, and said: ‘The thing that they’re all singing is what my friends used to say to me. That’s why I wanted them to sing it, rather than an actual choir.’ 

Her fourth studio album features songs written about her divorce from Simon Konecki and as a way to explain the split to their son Angelo. 

Adele returned to the London stage over the weekend for the first time in four years to perform songs from 30 and her biggest hits for ITV’s upcoming An Audience With Adele. 

Adele’s 30 album is out on November 19 and An Audience With Adele airs on ITV on November 21.

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