Alexa on the Amazon App Launch Campaign
Search & Shop faster, with Alexa
With the launch of Alexa in the Amazon app, customers now have access to hands-free help anytime, anywhere. To bring this campaign to life, we created a playful series of character-driven vignettes that centered on relatable life moments, like starting a new hobby or stepping into a new chapter. Alexa played the supporting role—approachable, helpful, and never the center of attention, but always ready to assist.
To introduce the character, we used a narrator to break the fourth wall, creating an immediate, playful tone.
The actor who played Jay nailed the comedic rhythm and brought the script to life with perfectly timed reactions to the narrator’s commentary. His delivery set up the central tension: Jay’s never been camping before, but Alexa is there to help him gear up in no time.
We follow Jay as he puts his new gear to the test. Throughout the spot, we used these moments to educate customers on how to use Alexa in the Amazon App. In one scene, Jay is bundled up in a sleeping bag, too snug to reach for his phone, but able to activate Alexa with just the wake word. In another, we used lighting cues and silhouettes to highlight the tap interaction inside his too-tiny tent. These storytelling devices show how easily Alexa can be activated anytime, anywhere.
By the end, Jay is more than ready, and the final scene is a maximalist dream. It’s clear by now that he’s a glamping guy, complete with a disco ball, string lights, and a six-person tent...all for one fabulous camper. The final ask for Alexa, vegan marshmallows, is the cherry on top of this delightfully over-the-top setup.
The father-daughter chemistry was key to casting. We needed a dad who struck the perfect balance of cringe and charming. Someone who could deliver just enough embarrassment to make his daughter roll her eyes, but still feel lovable.
The robot dance moment became the perfect comedic cue to activate Alexa and set the tone for this lighthearted “Science Fair” spot, bringing the theme of robots to life with personality and warmth.
With only :30 to tell the story, we leaned into quick cuts, seamless camera pans, and split-screen sequences to showcase just how fast and easy it is to complete a project with Alexa’s help. The pacing reflected the product benefit of speed while keeping the storytelling clear, dynamic and engaging.
The final push celebrates the successful completion of the robotic arm, built in record time, and maybe even worthy of a first-place ribbon at the science fair. It all wraps with a proud dad moment and a full-on robot dance party, without an eye-roll in sight. The moment perfectly bookends the spot and shows how Alexa helped bring this feel-good win across the finish line.
And yes, we actually built a fully functioning robotic arm in real life. Out of Amazon boxes, of course.