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Adele previews soulful new track ‘Hold On’

The song soundtracks Amazon's Christmas advert for 2021

By Tom Skinner

Adele shares a picture to announce her new album ‘30’ is coming November 19. Photo: Adele Twitter
Adele announced her new album ‘30’ is coming November 19. (Photo: Press/ Simon Emmett).

Adele has previewed a new track called ‘Hold On’ in Amazon’s Christmas advert.

The two-minute-thirty-second commercial – titled ‘Kindness, the greatest gift’ – premiered today (November 8), and is soundtracked by an unreleased cut from ’30’, which is due to arrive on November 19.

I swear to god I’m such a mess/ The harder that I try, I regress,” Adele sings on the soulful number. Later, she advises herself to be “patient“, “gracious” and to “just hold on” through her issues.

The festive ad explores “cases of anxiety in young adults” as a result of the coronavirus pandemic. It sees a woman send her young neighbour a gift after being made aware of her struggles over the Christmas period.

At the end of the clip, the pair exchange a smile and engage in a friendly chat on a park bench. Tune in here:

‘Hold On’ serves as the second taste of Adele’s upcoming fourth album, with its lead single ‘Easy On Me’ arriving last month. It was one of three “very, very different” contenders for the star’s comeback track.

Last week (November 1) Adele announced the full tracklist for ’30’, which also includes the songs ‘I Drink Wine’, ‘Cry Your Heart Out’ and ‘Love Is A Game’.

The singer is set to showcase the record – the follow-up to 2015’s ’25’ – with an ITV special on November 21, ‘An Audience With Adele’. She’ll perform new material alongside classic hits at the London Palladium.

According to ITV, the audience will be made up of Adele’s “own personal heroes and heroines, fellow musicians, artists, actors, sportsmen, sportswomen and more”.

Across the pond in the US, a TV special titled ‘Adele: One Night Only’ is set to air on November 14. The CBS programme will feature a live performance and an interview with Oprah Winfrey.

Adele is scheduled to make her UK live return in July, when she’ll play two headline shows at Hyde Park in London as part of British Summer Time festival. Both concerts have now sold out.

Confirming the release of ’30’ Adele opened up about the journey she embarked on to record new material, which she hopes will help explain her divorce from ex-husband Simon Konecki to their nine-year-old son.

“I’ve learned a lot of blistering home truths about myself along the way,” she said. “I’ve shed many layers but also wrapped myself in new ones. Discovered genuinely useful and wholesome mentalities to lead with, and I feel like I’ve finally found my feeling again. I’d go as far as to say that I’ve never felt more peaceful in my life.

“And so, I’m ready to finally put this album out.”