After 15 years working in global advertising agencies, I decided to join Amazon and the tech industry in 2017 to reinvent myself. The ‘Alexa loses her voice’ campaign was my first project. It consisted of a two-week user experience that took place before, during and after the 2018 Super Bowl. We effectively brought the fantasy of the TV commercial into the reality of Americans homes nationwide.

A week before the game, over a million consumers discovered Alexa was losing her voice, upon interacting with her on their device. People began tweeting, “What’s wrong with Alexa?”. This triggered a recruiting campaign to find the best voice to replace her including Anthony Hopkins, Gordon Ramsay, Cardi B, Rebel Wilson, Leslie Jones and JB Smooth. We created over 60 on-device interactions with Alexa, and created over 200 pieces of social content, as well as two TV spots for the big game.

  • Most talked about campaign the week leading up to the Super Bowl

  • Over 1.5 Billion media impressions.

  • #1 USA Today’s Admeter

  • YouTube Adblitz Winner

  • Ad Age’s Super Bowl roundup

  • Over 1 million interactions with the on device Easter Eggs

  • The intent to purchase Alexa increased 4% vs pre campaign

  • 300% lift in sales of Echo devices year on year during Super Bowl weekend.

With this campaign we brought to Amazon their first ever Cannes Lions, as well as multiple Clio’s and One Show’s among others.

 
 
 

Alexa Loses Her Voice

 
 
 

ALEXA AUTO + SOCIAL

 
 
 
 
 
 
 
 
 
 
 
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OneShow copy.jpg
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ALEXA’S BODY

Amazon were launching their latest Alexa-enabled product to the world – a new Echo with a beautiful body. To show people just how sexy it was, we gave Alexa the only body that could possibly be better – that of recently named ‘People’s Sexiest Man Alive’, Michael B. Jordan. The Super Bowl spot showed Michael taking the form of Alexa and performing many of the top requests, with his own beautiful twist and in an incredibly charming and attractive way. After launching the spot, it turned out that one person – Kevin Hart – wasn’t so pleased about Michael being chosen for the body of Alexa. Over the course of Super Bowl week, he aired his grievances across social platforms in a series of lighthearted but hilarious posts, tweets, and stories about how he would have been a better, sexier body for Alexa.

Following the launch of our spot featuring Michael B. Jordan as the body of Alexa during Super Bowl week, Kevin Hart immediately chimed in with disbelief around Michael being chosen over him for the role of Alexa’s sexy new body via an Instagram post, reaching his 106M+ followers. Over the course of the week, he continued to chime in via numerous Instagram stories and Twitter posts (where he has 36M+ followers) with all of the reasons that he has a better body and mind than Michael, far more fit for Alexa’s sexy new body, with numerous celebrity friends chiming in from the sidelines. At one point, Michael began chiming in on Instagram with clap backs of his own, which reached his 16M+ followers, with the scale of the conversation only amplifying our Super Bowl spot and highlighting all of Alexa’s capabilities along the way. We worked very closely with Michael and Kevin’s teams to ensure that the banter felt highly authentic to their personalities, and highly engaging for their fans and followers, leading to our 1M+ engagements on social for this campaign.