Best of 2018 TV/Film No. 7: Cardi B, Rebel Wilson, Anthony Hopkins and Gordon Ramsay Replace Alexa In Amazon's Super Bowl Ad

Celebrities Step In to Help for 90-Second Big Game Ad

Published On
Jan 31, 2018

Editor's Pick

Through New Year’s on Creativity, we’ll be counting down the best work and ideas of the year in various categories: TV/Film/Branded Content, Print/OOH/Design/Experiential and Digital/Integrated.

At No. 7 in TV/Film, Amazon scored big at the Super Bowl with this entertaining ad imagining a world gone awry when A.I. assistant loses her voice and celebrities like Rebel Wilson, Cardi B., Anthony Hopkins and Gordon Ramsey step in to sub. Even Jeff Bezos made a cameo. The spot, created by London shop Lucky Generals and directed by Hungry Man’s Wayne McClammy, earned the top spot in USA Today’s Super Bowl Admeter.

Original Story:

When Amazon's Alexa loses her voice, Gordon Ramsay, Cardi B, Rebel Wilson and Sir Anthony Hopkins try to fill her place.

That's the premise of Amazon's 90-second Super Bowl spot. In this world, when you ask for music, Cardi B only plays her "Bodak Yellow." Don't try asking Ramsay for a grilled cheese recipe.

The spot, which will air in the fourth quarter, also includes a cameo from CEO Jeff Bezos.

The ad is being handled by Lucky Generals and Amazon's internal creative agency, D1.

Amazon aired three 10-second ads for Alexa in last year's game, including one that involved a collaboration with Frito-Lay ("Finger-Lick"). They went up against Google's commercial for its own voice assistant, Home ("Coming Home").

Amazon made its Super Bowl debut in 2016, promoting Alexa with a spot starring Alec Baldwin.

Credits

Date
Jan 31, 2018
Agency:
Lucky Generals
Agency:
D1
Agency:
Lucky Generals
Agency:
D1
Director:
Wayne McClammy
Production Company:
Hungry Man

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Industry
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