Talking Points
May 2024

Amazon Promotes Success With Failure

Amazon is bringing voice activation to the world. But in the company’s new Super Bowl spot, the internet giant sheepishly shares some of its Alexa misfires. With the help from the likes of celebrity product testers Harrison Ford, Forest Whitaker, Abbi Jacobson, Ilana Glazer, and Mark and Scott Kelly, the Amazon Beta Testing Program reveals its biggest and most hilarious hiccups. A formula that worked more than well for Amazon, generating a whopping 39 million views.

The Echo and Alexa teaser is a cleverly self-aware spot that takes a humorous look at the endless opportunities for invention, a formula for success that has worked well for the last four years. You might recall the tradition started with Alec Baldwin’s #BaldwinBowl in 2016, and carried on in 2017 with celebrities Cardi B, Gordon Ramsey and Rebel Wilson as Alexa replacements.

Based on Amazon’s 2019 Super Bowl Spot Shows Us Why Some Devices Shouldn’t Be Voice-Activated by Lisa Lacy.

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