Altice and VMLY&R are launching today a new campaign directed by Academy Award-winning director Michel Gondry called “Feel the Connection.” The new spots dramatize the power of Altice’s Amplify speaker through puppetry and CGI, bringing an ordinary home’s cast of characters to life (and a dance party).    

In the anthem spot, a clever parrot cues the speaker, which wakes up the entire house – from bobblehead toys to the weatherwoman, picture album and chessboard. As the house’s quirky inhabitants give a rendition of “Pump Up the Jam,” Gondry’s distinctive style illustrates the imaginative possibilities that the smart speaker brings to an otherwise ordinary home.

The campaign is based on the insight that consumers care about enjoying the things they are connecting to, but they don’t want to have to think about the technology that gets them there. These spots show how Altice creates experiences so simple and immersive, they bring everything around you to life. 

Altice and VMLY&R reworked this version of Pump up the Jam by Technotronic with Sam Spiegel for the launch spot. The Amplify spots kick off a campaign which will continue through the first quarter of 2020. The Altice Amplify is a high fidelity sound smart speaker, created with Devialet.