Amazon Echo Super Bowl 50Agency:   Leo Burnett
Role:     Art Director
Year:     2016
Director: Randy Krallman
To introduce the Amazon Echo to the world, we created a Super Bowl 50 campaign using celebrities like Alec Baldwin and Missy Elliott to showcase the Echo's many cool features to over 100 million viewers.

To show off its music capabilities, we used the Super Bowl spot to launch Missy’s new & previously unreleased single ‘Pep Rally’. When Missy called out the wake word ‘Alexa’, Echos picked up her command in living rooms across America, rewarding existing owners with  an exclusive release of the track.

Amazon Echo sales exploded, and the rest is history.


Super Bowl Spot

Aired the morning after Super Bowl

The cast became recurring characters for the brand

Innovation Case Study