Alexa Is Your Helpful TV-Watching Buddy in Ads for Amazon’s Fire TV

You've got questions? She's got answers

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If you’re trying to watch an episode of Homeland and your mother keeps distracting you by asking questions about the twisting-turning, intricate, high-stakes plot, maybe there’s only one correct response: Just start the damn thing over again.

Alexa can’t promise you an uninterrupted viewing experience, but she can at least get you back to the beginning of that clandestine Carrie and Saul heart-to-heart on a park bench. (Try to keep up, Mom!) But only if you have Amazon’s Fire TV gadget.

Amazon, via agency Johannes Leonardo, rolls out the second wave of ads for the smart TV device by showing it in its natural habitat, from the perspective of the entertainment devotee, with the emphasis on its user-friendly voice-activated features.

By request, Alexa tells a corny joke during The Marvelous Mrs. Maisel, for example, and orders a copy of The Handmaid’s Tale, the Margaret Atwood novel, without straying from Hulu’s TV version of the dystopian drama. The virtual assistant also looks up hours of operation of a restaurant called J.R. Crickets, so fans of Atlanta can get their own “lemon pepper wet” fix like the characters in the FX comedy.

The spots, airing on TV and digital, continue the tagline “Can your TV do that?” by adding a romantic song from Moonlight to a couple’s wedding playlist and switching from Marvel’s Runaways to a hoops game (Dad beats his teen daughter in the tug-of-war over what to watch—that’s his superpower).

Amazon, competing with other streaming players like Roku and Google’s Chromecast, wants to convince consumers that its gadget is “more seamless, more interactive and more informative.” The six new spots and a handful from the December campaign will run all this month.

Client: Amazon Fire TV
Vice President, Worldwide Marketing: Neil Lindsay
Vice President, Fire TV: Marc Whitten
Global GM of Mass Advertising: Claudine Cheever
Global Creative Director: Simon Morris
Sr. Manager, Marketing: Jonathan Bergstrom
Group Creative Director: Colin Gaul
Senior Campaign Manager: Matt Neupert
Director of Marketing, Fire TV : Jen Prenner
Global Brand & Advertising Manager: Erika Takeushi
Program Manager: Lisa Acton
Partner Content Lead: Rob Henson
Project Manager: Tika Melroy
Agency: Johannes Leonardo
Co-Founder / Chief Creative Officer: Jan Jacobs
Co-Founder / Chief Creative Officer: Leo Premutico
President: Bryan Yasko
Head of Account Management: Emily Wilcox
Senior Copywriter: Jono Flannery
Senior Art Director: Paul Gregson
Junior Copywriter: Tommy Woods
Junior Art Director: Jacob Mehringer
Director of Creative Services: Michelle Moscone
Project Manager: John Thomas Shults
Head of Integrated Production: Dana May
Executive Producer: Craig Keppler
Integrated Producer: Siobhan Spence-Edwards
Senior Business Affairs Manager: Ann Marie Turbitt
Account Director: Elektra O’Malley
Account Executive: Kiana Grant
Head of Strategy: Mark Aronson
Brand Strategy Director: Mary Bakarich
Head of Comms Strategy: Megan Piro
Creative Consultant: Vincent Peone
Editorial: PS 260
Editor: Adam Epstein
Assistant Editor: Paul Rummerfield
Head Of Production: Laura Patterson
Assistant Producer: Natalie Raffaele
Sound Vendor: Sound Lounge
Mixer: Tom Jucarone
ADR Mixer: Patrick Christensen
Producer: Liana Rosenberg

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.