In one of the more memorable scenes in "Home Alone," young Kevin McCallister famously orders a pizza, pranking the petrified delivery boy, who is allowed to "keep the change, ya filthy animal." Now, those watching the 1990 classic on Amazon's Fire TV can order their own lovely cheese pizza at the same time as Kevin through voice assistant Alexa. That's the kind of futuristic capability at the cornerstone of Amazon's new campaign, which uses the tagline, "Can Your TV Do That?"
"This campaign is a celebration of what living rooms can become when the viewing experience is made more seamless," says Leo Premutico, co-founder of New York-based Johannes Leonardo, which worked on the push, its first time working for the Seattle-based ecommerce giant. The agency used consumer research to inform the campaign by tracking how TV watchers interact with voice command systems like Alexa.
Amazon began airing 30-second spots on Cyber Monday, and the final videos will roll out this week. The campaign will conclude at the end of the month.
In the "Home Alone" spot, after Kevin orders his pizza, the person watching the movie asks Alexa to order his own pie from Domino's. In another, Alexa provides a rundown of nearby gyms during a paused episode of "Game of Thrones" in which Daenerys Targaryen's potential lover disrobes. (Easy to find a gym, not so easy to get that six-pack.) Viewers can also make their TVs rewind classic moments, like Richard's nosedive into a desk on "Silicon Valley."
The spots are running on TV, in theaters before movies and online, paired with contextually relevant content—the "Home Alone" spot will run with family movie classics, for example.
Amazon, which increased ad spending 30 percent last year to $2.6 billion, according to Ad Age's Datacenter, did not immediately return a request for comment about the new Fire TV campaign.