Fiery animated mouths front Amazon Music's biggest campaign to date

Amazon Music debuted its largest ad campaign to date today in New York's Times Square. "A Voice Is All You Need" opened with digital billboards directing Ariana Grande fans to play her songs on Amazon's Alexa voice platform. On Monday, an animated digital video will feature music by Kendrick Lamar and SZA in a psychedelic space odyssey (above).

In the spot by Wieden & Kennedy, colorful, fiery mouths hurtle through the stratosphere, belting out "All the Stars" before finally burning up on reentry, leaving behind only an Amazon logo. The singing mouths are remiscent of work from Sonos, which highlighted the lips of famous musical stars during the debut of its One speaker last fall.

Amazon is all-in on Alexa, pushing the AI's ability to help with everything from playing games to saving food. The brand's Super Bowl spot this year imagined a world where it lost its voice. It's paying off. According to Amazon, the number of hours streamed on Amazon Music on Alexa-enabled devices globally is more than doubled what is was during the same period last year.

Future videos will include Grande as well as Queen and Kane Brown. Out-of-home and radio placements are running in the U.S., U.K. and Germany, and later this year Amazon Music will run its first national TV ads.