Amazon 'Alexa Loses Her Voice' Super Bowl 2018: the celebrity-filled ad that won Ad Meter
Amazon released 'Alexa Loses Her Voice' Super Bowl ad February 2018. The 90-second ad featured Jeff Bezos plus celebrities (Cardi B, Gordon Ramsay, Rebel Wilson, Anthony Hopkins) attempting to fill in for Alexa's lost voice. The ad won USA Today Ad Meter (consumer ranking) and received broad cultural attention. The case is studied as canonical Super Bowl celebrity-filled ad executing major brand positioning.
- Story: Amazon released 'Alexa Loses Her Voice' Super Bowl 2018 ad February 4. 90-second ad featured Jeff Bezos plus celebrities (Cardi B, Gordon Ramsay, Rebel Wilson, Anthony Hopkins) attempting to fill in for Alexa. Won USA Today Ad Meter. Major Alexa platform brand visibility.
- Why it matters: Amazon Alexa Super Bowl is canonical celebrity Super Bowl ad case — demonstrating celebrity ensembles plus humor produce significant cultural attention.
- Takeaway: Celebrity ensembles produce significant cultural attention.
- Takeaway: Humor-driven ads beat sentimental ads with consumer rankings often.
- Takeaway: Super Bowl celebrity ads can produce significant brand-platform visibility.
Amazon Alexa Super Bowl 2018 — the four-step story
Amazon Alexa Super Bowl by the numbers
Quick facts
The 90-second celebrity narrative
Amazon released 'Alexa Loses Her Voice' Super Bowl ad February 4, 2018. The 90-second ad features Jeff Bezos in opening shot with Alexa having lost her voice. Celebrities (Cardi B, Gordon Ramsay, Rebel Wilson, Anthony Hopkins) attempt to fill in for Alexa with humorous results. The narrative reinforced Alexa as Amazon's voice platform with cultural cachet.
The ad won USA Today Ad Meter (consumer ranking) as best Super Bowl ad 2018. Received broad cultural attention. Multiple industry awards. Major brand visibility for Alexa platform at peak Alexa investment period (covered separately).
How RGM thinks about celebrity Super Bowl ads
When clients ask about celebrity-driven Super Bowl ads, the Amazon Alexa case is canonical reference. The lessons: celebrity ensembles produce significant cultural attention; humor-driven ads beat sentimental ads with consumer rankings often; and Super Bowl celebrity ads can produce significant brand-platform visibility.
Frequently asked questions
Why use Jeff Bezos in the ad?
Bezos provided opening shot and credibility for Alexa-loses-voice narrative. Combined with celebrity ensemble (Cardi B, Gordon Ramsay, etc.) produced significant cultural attention. Bezos's appearance was unusual for tech CEOs in branded advertising.
How did the ad perform?
Won USA Today Ad Meter (consumer ranking) as best Super Bowl ad 2018. Received broad cultural attention. Multiple industry awards. Among most-effective Super Bowl ads of 2010s.
Sources & references
- USA Today Ad Meter — Super Bowl Ad Meter rankings.