Amazon’s Alexa gets sexy in Lucky General’s Super Bowl ad

Alexa has had a design makeover, and Lucky Generals’ Super Bowl spot celebrates the new look by reinventing Alexa as a sexy companion, willing to do your bidding and anticipate your every need, played by US actor Michael B Jordan, star of Black Panther and Rocky sequel Creed.

The besotted woman’s perplexed husband is particularly amusing. It’s not quite clear how a UK agency is able to produce such a run of winners at the biggest US advertising showcase, but this film is Lucky General’s best yet. It’s clever, it’s funny, and it even sneaks in a promotion for Jordan’s new movie, Without Remorse, which comes to Prime Video (where else?) later this month.

MAA creative score: 9.5

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About Emma Hall

Emma Hall
Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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