I love a good teaser campaign.
If Amazon’s digital assistant Alexa suddenly lost her voice, millions of people might not be able to find the nearest grocery store. That’s the premise behind Amazon’s cinematic teaser campaign in the run up to the Super Bowl Feb. 4. Jeff Bezos makes an appearance in the search for a replacement for Alexa who appears to have lost her ability to communicate.
The spot opens with a woman brushing her teeth and getting ready for the day. She asks Alexa, “What’s the weather like today?” Alexa starts to say that the weather in Austin is 60 degrees, but then trails off coughing. A local newscaster on the morning news relays the terrible news that Alexa has lost her voice. Enter Jess Bezos who appears shaken and asks, “Alexa lost her voice, how is that even possible?” An assistant lets him know they have replacements. The trailer ends with 2.4.18.
So—let the speculation begin!