Amazon Alexa Super Bowl commercial — a brand new way of introducing the beauty of companionship

Superbowl commercials typically drive the biggest money spend on advertising- including Amazon’s new Alexa commercials, which I Think impeccably tackled attracting customers’ attention and had a great branding strategy. During the commercial, a bunch of Alexa’s employees admiring the new Alexa vessel body and one coworker couldn’t imagine the beauty of the new vessel more and that drew her into the imaginary world which Alexa is impersonated with Michael B. Jordan, helping her cooking the dinner and dimming the lights, and…removing his shirt…and that also includes a bunch of chores including shopping for bath oil and reading her audiobooks in a romantic setting and made her completely ignored her husband. Plus, her husband’s jealous reaction lit up the funny part of the story.

That story totally touched my heart because it using impersonation as a tool to introduce the biggest feature of the Alexa device and reminded me of the days using Alexa assisting me. The beauty of companionship, which I think are the keywords of the commercial, entails the branding image of the Amazon Alexa device. During the current social context, we are often found ourselves lost in the traffic of various information but Alexa can find yourself a way to immerse yourself into the human interactive assisting experience, and the product vessel itself, is beautiful.

The most engaging part in my perspective is to appreciate the beauty of companionship. I have an Alexa device and I use it every day. The fact it's convenient, soothing, and pretty, and the commercial totally describes the admiring quality of the product. I found the “Alexa’ taking his shirt off the dim the light part is amusing and comforting because the quality of dreaming of sexual attention takes part into the Alexa devices is something I personally would imagine it would be. I love Alexa and it’s helping me directly completely match to commercial core messages delivered. Furthermore, it totally fits the overall Alexa brand image — convenience, connection, and simplicity.

The Alexa super bowl Commerical totally achieved earned media on social content- driving 52k likes on youtube, 24k likes, and almost 4k shares on Twitter. This is really sharable content because it fits everybody’s ideal life — an assistant that is sexy and convenient. And the commercial itself is hilarious in its own way.