Amazon Alexa New Ad: How the Tech Giant Uses Humor and Star Power to Promote Its Smart Speaker

By Cepy 9/05/2023 Post a Comment

Hi everyone, welcome to our blog where we share the latest news and insights on digital marketing, SEO, and technology. In this article, we are going to talk about Amazon Alexa's new ad that aired during the 2022 Super Bowl. If you haven't seen it yet, you can watch it here[^1^].

The ad features Hollywood stars Scarlett Johansson and Colin Jost as a married couple who imagine what it would be like if Alexa could read their minds. The result is a hilarious and awkward series of scenarios where Alexa reveals their true thoughts and feelings. The ad is a clever way of showcasing some of Alexa's capabilities, such as controlling smart devices, ordering products, and playing music, while also making fun of the idea of having a mind-reading assistant.

Why Amazon Alexa Chose Humor and Star Power for Its New Ad

Amazon Alexa has been a regular advertiser in the Super Bowl since 2016, when it launched its first ad featuring Alec Baldwin and Missy Elliott. Since then, the brand has used humor and celebrity endorsements to create memorable and entertaining ads that highlight Alexa's features and benefits.

According to Charles Taylor, a professor of marketing at Villanova University, humor and star power are effective strategies for Super Bowl ads because they help the brand stand out from the crowd and create positive associations with the audience[^2^]. He also said that Amazon Alexa's new ad is consistent with its previous ads, which have featured celebrities like Michael B. Jordan, Ellen DeGeneres, Harrison Ford, and Gordon Ramsay.

The Benefits of Humor in Advertising

Humor is one of the most commonly used techniques in advertising, especially in the Super Bowl, where brands compete for attention and buzz. Humor can help the brand achieve several objectives, such as:

Capturing attention: Humor can grab the viewers' attention and make them curious about the message.
Enhancing recall: Humor can make the message more memorable and increase brand awareness.
Creating positive affect: Humor can elicit positive emotions and make the viewers like the brand more.
Reducing resistance: Humor can lower the viewers' defenses and make them more receptive to the message.
Differentiating the brand: Humor can help the brand stand out from competitors and create a unique personality.

However, humor is not without risks. Humor can also backfire if it is inappropriate, offensive, or irrelevant to the product or the audience. Therefore, brands need to be careful about choosing the right type of humor, tone, and target for their ads.

The Benefits of Star Power in Advertising

Star power is another popular technique in advertising, especially in the Super Bowl, where brands can leverage the fame and popularity of celebrities to promote their products. Star power can help the brand achieve several objectives, such as:

Attracting attention: Star power can draw the viewers' attention and make them interested in the message.
Enhancing credibility: Star power can increase the perceived quality and trustworthiness of the product or the brand.
Creating identification: Star power can create a connection between the viewers and the product or the brand by using celebrities that they admire or relate to.
Influencing behavior: Star power can motivate the viewers to try or buy the product or the brand by using celebrities that they aspire to be like or emulate.
Reinforcing image: Star power can reinforce or enhance the image or positioning of the product or the brand by using celebrities that match or complement its attributes or values.

However, star power is not without risks. Star power can also backfire if it is inconsistent, overused, or overshadowed by negative publicity. Therefore, brands need to be careful about choosing the right type of celebrity, endorsement, and fit for their ads.

How Amazon Alexa New Ad Compares to Its Previous Ads

Amazon Alexa's new ad is not the first time that the brand has used humor and star power to promote its smart speaker. In fact, Amazon Alexa has been consistent in using these techniques in its previous Super Bowl ads. Here are some examples of how Amazon Alexa's new ad compares to its previous ads:

Alexa Loses Her Voice (2018)

In this ad, Alexa loses her voice and is replaced by various celebrities who try to answer users' requests. The celebrities include Gordon Ramsay, Cardi B, Rebel Wilson, and Anthony Hopkins. The ad is humorous because it shows the contrast between the celebrities' personalities and Alexa's usual tone and style. The ad is also effective because it showcases some of Alexa's features, such as playing music, setting timers, ordering products, and controlling smart devices.

The ad was a huge success, winning the USA Today Ad Meter poll as the best Super Bowl ad of 2018. The ad also generated a lot of social media buzz and increased Alexa's brand awareness and sales.

Not Everything Makes the Cut (2019)

In this ad, Alexa is integrated into various devices that fail to work properly or cause trouble. The devices include a toothbrush, a dog collar, a hot tub, and a space station. The ad is humorous because it shows the absurdity and hilarity of having Alexa in inappropriate or dangerous situations. The ad is also effective because it demonstrates Alexa's versatility and compatibility with different devices and platforms.

The ad was well received, ranking fourth in the USA Today Ad Meter poll as one of the best Super Bowl ads of 2019. The ad also generated a lot of social media buzz and increased Alexa's brand awareness and sales.

Before Alexa (2020)

In this ad, Alexa is imagined as a historical invention that people used to ask questions or make requests. The ad features various scenarios from different time periods, such as medieval times, the Victorian era, the Old West, and the 1980s. The ad is humorous because it shows the difficulties and inconveniences of having Alexa in the past. The ad is also effective because it highlights Alexa's convenience and usefulness in the present.

The ad was well received, ranking fifth in the USA Today Ad Meter poll as one of the best Super Bowl ads of 2020. The ad also generated a lot of social media buzz and increased Alexa's brand awareness and sales.

A Detailed Table Breakdown of Amazon Alexa New Ad

To give you a better understanding of Amazon Alexa's new ad, we have created a detailed table breakdown that summarizes its main elements, such as the scenes, the dialogues, the features, and the humor. Here is the table breakdown:

| Scene | Dialogue | Feature | Humor || --- | --- | --- | --- || Scarlett Johansson rehearsing a play | "Alexa, what's on my mind?"
"You're thinking about how much you love your husband." | Mind-reading (imaginary) | Scarlett Johansson is not impressed by her husband's play || Colin Jost watching TV | "Alexa, what's on my mind?"
"You're thinking about how much you love your wife." | Mind-reading (imaginary) | Colin Jost is bored by his wife's play || Scarlett Johansson making a smoothie | "Alexa, turn on blender."
"Blender on." | Smart device control | Scarlett Johansson can't hear Alexa over the blender noise || Colin Jost chilling wine | "Alexa, chill wine."
"Wine chilled." | Smart device control | Colin Jost gets sprayed by ice water || Scarlett Johansson listening to music | "Alexa, play my favorite song."
"Playing your favorite song." | Music streaming | Scarlett Johansson dances to a cheesy pop song || Colin Jost ordering mouthwash | "Alexa, order mouthwash."
"Mouthwash ordered." | Product ordering | Colin Jost smells his breath and grimaces || Scarlett Johansson closing blinds | "Alexa, close blinds."
"Blinds closed." | Smart device control | Scarlett Johansson wants some privacy with her husband || Colin Jost opening blinds | "Alexa, open blinds."
"Blinds opened." | Smart device control | Colin Jost wants some sunlight with his wife |

FAQs About Amazon Alexa New Ad

Who are the actors in Amazon Alexa new ad?

The actors in Amazon Alexa new ad are Scarlett Johansson and Colin Jost. They are both famous Hollywood stars who have appeared in movies like Avengers: Endgame and Ghostbusters. They are also married in real life since 2020.

What is the song in Amazon Alexa new ad?

The song in Amazon Alexa new ad is "I Think We're Alone Now" by Tiffany. It is a pop song from 1987 that was originally recorded by Tommy James and the Shondells in 1967. It is one of Scarlett Johansson's favorite songs in the ad.

What are some of the features shown in Amazon Alexa new ad?

Some of the features shown in Amazon Alexa new ad are:

Mind-reading: This is an imaginary feature that shows what it would be like if Alexa couldread your mind and reveal your true thoughts and feelings.
Smart device control: This is a real feature that allows you to control compatible smart devices with your voice, such as blenders, wine chillers, and blinds.
Product ordering: This is a real feature that allows you to order products from Amazon with your voice, such as mouthwash.
Music streaming: This is a real feature that allows you to play music from various streaming services with your voice, such as Spotify, Apple Music, and Amazon Music.

How can I watch Amazon Alexa new ad?

You can watch Amazon Alexa new ad on YouTube or on Amazon's website. You can also watch it on TV during the Super Bowl or other major events.

How can I get Amazon Alexa?

You can get Amazon Alexa by buying an Amazon Echo device or any other device that has Alexa built-in. You can also download the Alexa app on your smartphone or tablet and use it as a voice assistant. You can find more information about Alexa and its devices on Amazon's website.

How can I set up Amazon Alexa?

You can set up Amazon Alexa by following these steps:

Plug in your Echo device or turn on your Alexa-enabled device.
Download the Alexa app on your smartphone or tablet and sign in with your Amazon account.
Follow the instructions on the app to connect your device to the internet and to Alexa.
Start using Alexa by saying "Alexa" followed by your request or question.

You can find more detailed instructions on how to set up Alexa on Amazon's website.

What can I do with Amazon Alexa?

You can do a lot of things with Amazon Alexa, such as:

Ask questions and get answers about anything, such as weather, news, sports, trivia, etc.
Play games and have fun with Alexa, such as trivia, jokes, stories, etc.
Control your smart home devices with your voice, such as lights, thermostats, cameras, etc.
Order products from Amazon with your voice, such as groceries, books, gifts, etc.
Play music from various streaming services with your voice, such as Spotify, Apple Music, Amazon Music, etc.
Make calls and send messages with your voice, such as phone calls, video calls, text messages, etc.
Create routines and reminders with your voice, such as alarms, timers, calendars, etc.
Use skills and apps with your voice, such as Uber, Domino's, Netflix, etc.

You can find more information about what you can do with Alexa on Amazon's website.

How can I improve my experience with Amazon Alexa?

You can improve your experience with Amazon Alexa by doing the following:

Customize your settings and preferences on the Alexa app or on the web, such as your name, voice, language, location, etc.
Add more devices and skills to your Alexa account to expand its capabilities and features, such as smart speakers, headphones, TVs, etc.
Give feedback and ratings to Alexa and its skills to help it improve its performance and quality, such as saying "Alexa, that was helpful" or "Alexa, that was not helpful".
Learn more tips and tricks on how to use Alexa more effectively and efficiently, such as using voice commands, shortcuts, routines, etc.

Is Amazon Alexa safe and secure?

Amazon Alexa is safe and secure because it uses advanced technology and encryption to protect your privacy and data. Some of the measures that Amazon takes to ensure your safety and security are:

Alexa only listens when you say the wake word "Alexa" or press the action button on your device. You can also mute the microphone or turn off the camera on your device at any time.
Alexa only sends your voice recordings to the cloud when it hears the wake word or the action button is pressed. You can also delete your voice recordings at any time on the app or on the web.
Alexa uses end-to-end encryption to secure your communications and transactions with other devices and services. You can also use PIN codes or verification codes to authorize certain actions or purchases.
Alexa follows strict policies and guidelines to respect your privacy and data rights. You can also manage your privacy and data settings on the app or on the web.

You can find more information about Alexa's safety and security on Amazon's website.

How can I contact Amazon Alexa customer service?

You can contact Amazon Alexa customer service by using one of the following methods:

Call the toll-free number 1-877-375-9365 (US) or 1-206-922-0197 (International) and speak to a representative.
Chat with a representative on the app or on the web and get instant answers.
Email your query or feedback to alexa-support@amazon.com and get a response within 24 hours.
Visit the help center on the app or on the web and find answers to common questions and issues.

Conclusion

We hope you enjoyed reading this article about Amazon Alexa's new ad that uses humor and star power to promote its smart speaker. We also hope you learned more about Alexa's features, benefits, and tips. If you are interested in getting Alexa or learning more about it, you can visit Amazon's website or download the Alexa app on your smartphone or tablet.

Thank you for reading our blog and stay tuned for more articles on digital marketing, SEO, and technology. If you have any questions or comments, please feel free to leave them below or contact us. We would love to hear from you.

Google Ads Guide