Amazon's First Ad for the Echo Spot Is About Togetherness, Not Shopping

Ties that bind, made digital


Ah, Alexa. The voice assistant that, like Amazon, wants to be your everything. But “everything” isn’t really a position.

With Apple’s Siri going (Rock!) hard on facilitating your sassy lifestyle, and Google plying people with donuts to get them used to making even the most banal voice-based demands, where does one put Alexa, the amenable voice that animates Amazon’s Echo products?

Amazon may have found the sweet spot. In “Be Together More,” a promotion for the Echo Spot, it focuses on one core functionality—video calls.

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