Amazon Channels Hollywood Tropes for Comedic Campaign Promoting Fire TV

With an Alexa tie-in talked up by everyone from classic villains to Lassie

It's Johannes Leonardo's third package of ads for Fire TV. Amazon
Headshot of Minda Smiley

Anyone with Fire TV, Amazon’s dedicated media player that streams video, music and games, can use Alexa’s voice control functions to make requests. In a new campaign for the streaming device, Amazon brings some typical requests to life in a manner that’s fit for the big screen.

Turns out that even movie characters are in awe of Alexa, at least according to the spots, which were created by Johannes Leonardo. The campaign uses film tropes—think evil villains and crazed zombies—to illustrate just how easy both the Fire TV Cube and Fire TV Stick are to use.

For instance, a supervillain accidentally kills two of his men by pressing the wrong buttons on his remote control while attempting to screen his “ultimate plan.” He’s prevented from making further mistakes when he’s handed a Fire TV Cube, which allows him to use voice control to watch The Marvelous Mrs. Maisel.


The campaign comes just weeks after it was announced that YouTube would return to the lineup of Fire TV products, ending a long-running spat between Google and Amazon. In two of the three spots, YouTube gets a special shoutout, which is sure to please Fire TV users who were inconvenienced by the companies’ feud.

In addition to TV spots, the campaign includes digital banners, video and social media executions.



Last year, Johannes Leonardo created a number of humorous spots for Fire TV that showed off its many user-friendly capabilities, such as letting users place Amazon orders midway through a show, look up restaurant hours or identify a song that’s playing in the background of a movie scene.


@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.