Amazon were launching their latest product to the world – a new Echo with a beautiful body. To show people just how sexy it was, we gave Alexa the only body that could possibly be better – that of ‘People’s Sexiest Man Alive’, Michael B. Jordan. The SB spot showed him taking the form of Alexa and performing many top requests with his own beautiful twist, thus achieving our goals to humanize and make desirable the newest Alexa-enabled device. After launching the spot, it turned out that one person – Kevin Hart – wasn’t so pleased about Michael being chosen, not him. Over the course of SB week, he aired his grievances across social platforms in a series of lighthearted but hilarious posts, tweets, and stories about how he would’ve been a better body for Alexa, along the way highlighting all of Alexa’s capabilities to his 100M+ followers.

Amazon were launching their latest Alexa-enabled product to the world – a new Echo with a beautiful body. To show people just how sexy it was, we gave Alexa the only body that could possibly be better – that of recently named ‘People’s Sexiest Man Alive’, Michael B. Jordan. The Super Bowl spot showed Michael taking the form of Alexa and performing many of the top requests, with his own beautiful twist and in an incredibly charming and attractive way. After launching the spot, it turned out that one person – Kevin Hart – wasn’t so pleased about Michael being chosen for the body of Alexa. Over the course of Super Bowl week, he aired his grievances across social platforms in a series of lighthearted but hilarious posts, tweets, and stories about how he would have been a better, sexier body for Alexa.

The strategy for this idea was, very simply, to create some lighthearted but hilarious banter between Kevin Hart and Michael B Jordan around who was a better body for Alexa that would both amplify the reach and impact of our Super Bowl spot, and engage their millions of followers in the conversation. In a crowded media landscape the week before the Super Bowl that clogs people’s TVs and social media feeds, we broke through with a highly authentic campaign featuring two well-known and loved celebrities on social, with content that was intentionally native to their personalities.

Following the launch of our spot featuring Michael B. Jordan as the body of Alexa during Super Bowl week, Kevin Hart immediately chimed in with disbelief around Michael being chosen over him for the role of Alexa’s sexy new body via an Instagram post, reaching his 106M+ followers. Over the course of the week, he continued to chime in via numerous Instagram stories and Twitter posts (where he has 36M+ followers) with all of the reasons that he has a better body and mind than Michael, far more fit for Alexa’s sexy new body, with numerous celebrity friends chiming in from the sidelines. At one point, Michael began chiming in on Instagram with clap backs of his own, which reached his 16M+ followers, with the scale of the conversation only amplifying our Super Bowl spot and highlighting all of Alexa’s capabilities along the way. We worked very closely with Michael and Kevin’s teams to ensure that the banter felt highly authentic to their personalities, and highly engaging for their fans and followers, leading to our 1M+ engagements on social for this campaign.

In addition to having the most viewed Super Bowl ad of 2021, with over 78M views in just three days contributed to by this activation, we received: over 1,000.000 on-device engagements, over 149,000,000 views across social channels, 62% positive brand sentiment (including 400+ customer-generated memes) and it was our Amazon’s most watched ad ever.

This cultural moment also perfectly teed up the launch date announcement of Michael B. Jordan’s new film with Amazon’s Prime Video, Without Remorse, the start of a broader partnership between Amazon and Michael’s production studio that was announced on Good Morning America the day after the Super Bowl, leading to a mutually beneficial and exciting audience response.