Amazon Sponsors its First-Ever Float in Rose Parade

Published : Thursday, December 21, 2017 | 6:09 AM

Amazon Sponsors its First-Ever Float in Rose Parade

These gigantic wheels give no real clue as the float's final appearance but are reportedly a key component of the design. Amazon photo

Amazon, the Seattle-based e-commerce and cloud computing company, will be contributing a float for the Rose Parade on New Year’s Day in Pasadena.

Amazon announced Tuesday it plans to base its float on the Prime Original Series with the most watched season premiere in the history of Prime Video – “The Grand Tour” – which launched its second season on December 8.

The float, the company said, will be the first from a streaming service, and Prime subscribers can watch the parade action on the two-hour special “The 2018 Rose Parade Hosted by Cord and Tish” starting at 8 a.m. Pacific,11 a.m. Eastern, on Amazon Prime Video.

“In keeping with “The Grand Tour’s” spirit of adventure, this entry is unlike anything seen before in the Rose Parade,” the Amazon announcement said. “The design includes three human-powered floats, each featuring the face of one of the presenters – Jeremy Clarkson, Richard Hammond, and James May – inside a giant wheel. The wheels will each have a collage of images from “The Grand Tour,” including an array of automotive components such as a hubcap, steering wheel and revolution gauge, as well as icons of global adventure such as a map, famous international landmarks and a series of ring roads.”

Amazon’s float will also be the first one to be pushed for the entire 5.5-mile parade route, the company said, with eight people assigned for each wheel.

“As the first float to be pushed for the entire parade and in keeping with this year’s parade theme of ‘Making A Difference,’ The Grand Tour’s entry is making a difference with one of the smallest carbon footprints in the parade,” Amazon said.

The company said the float will feature an analogous color scheme with fiery yellow, orange and red hues juxtaposed against crisp black and white. The presenters’ faces will be painstakingly rendered with blends of nigella, poppy seed and crushed sweet rice.

“The wheel rims showcase a vibrant ombre effect of roses, including Deja Vu, Kerio, Voodoo, Orange Crush and Star 2000,” the announcement said. “Silverleaf protea, black nori (seaweed) and coconut flakes are used extensively to decorate the various automotive components. Vivid mosaics of carnations and chrysanthemums provide a technicolor backdrop for the gigantic wheels. As the inner drive wheels roll forward, the outer cosmetic wheels will revolve counter-clockwise. The various other gears, wheels and gauges are animated as well.”

Amazon said the float being built by Paradiso Parade Floats and designed by Charles Meier.

For more information on the float design, visit

“The Grand Tour” is streamed on Amazon Prime Video Fridays. The series is a global release and available in more than 200 countries and territories. For more information about the streaming service, visit

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