Amazon Alexa & Devices shows off Aussie lingo in ‘absolute banger’ campaign via Havas Village
An integrated campaign from across the Havas Village has launched to demonstrate the new Aussie language prowess of Amazon Alexa and establish her place in Australian culture and conversation.
The digital-first campaign is designed to raise awareness for Alexa and devices in Australia following the addition of a stack of new Aussie lingo to her vocabulary, including ‘yeah/nah’, ‘mozzie’, ‘barbie’ and ‘bucket down’.
The integrated campaign saw One Green Bean (OGB) responsible for the creative idea, PR and influencer elements, strategy through Havas Labs, with creative execution and production via Host/Havas. Media was through global Amazon agency, Rufus.
Six 30-second creative executions feature media personality Sophie Monk and comedy duo The Inspired Unemployed in their homes teaching Alexa some of Australia’s most distinctive and unique phrases.
Says Jen Beirne, head of marketing for Amazon Alexa & Devices: “It’s exciting to be collaborating with true blue Aussies to develop a fun campaign that helps demonstrate just how Australian Alexa has become. She’s certainly learnt a lot in the last three years down under, and following the campaign launch, more of us are speaking with Alexa like a mate! From the comments and feedback shared by our customers and community post-launch, the fun and engaging nature of the campaign is exactly what we all need right now.”
Says Simone Gupta, Havas PR Australia CEO, responsible for OGB: “The campaign shows an idea can come from anywhere and flourish through collaboration between our Village agencies, with the idea developed within One Green Bean and expertly executed by our partners at Host/Havas.”
Says Jon Austin, executive creative director, Host/Havas: “As a long time Aussie resident, I know my share of Aussie-ism but as a Kiwi, even I admit I hadn’t heard some in these scripts. A ‘swoopy boy?’ How is that a thing?! Fortunately, Alexa was on hand to clear up any confusion. And working with our Village mates to combine brilliant talent and brilliant tech has been a deadset bottler. Alexa – did I use that right? Probably not.”
The ‘Aussies get Alexa. Because Alexa gets Aussies.’ campaign launched on 20 September and is running for three weeks across Facebook, Instagram, TikTok and YouTube.
Client: Amazon Alexa & Devices
One Green Bean
Host/Havas
Havas Labs
Rufus
25 Comments
How’d you get Sophie Monk?
https://amwmedia.com.au/talent/sophie-monk/
Given she’s been in ads for jimmy brings, ubereats and hello fresh, don’t think she’s that hard to “get”.
Yep, that was the joke.
Wooooosh
They are bad. haha
Remember Bondi Hipsters? Back in like 2012 right? That was the last time this kind of shit was cool.
Saw these guys filming a bit on a plane not long ago. God it was hard to watch.
I don’t get it. Is there something wrong with Sophie Monk?
You’re a bit slow, aren’t you? The point is that Sophie is as ubiquitous as COVID.
More clanger than banger I reckon.
Nah cuz…it was just a bad joke
Nothing particularly wrong. She’s just become a default in Australian advertising.
The default in Australian advertising is just bad advertising.
Trust me @@@@@wow bad advertising is everywhere . Travel to the UK or US and 99% of the ads on TV are just as bad. Just because bad ads aren’t to be seen in any D&AD or One Show annual don’t think they don’t exist.
“Hey Alexa, stop laying it on so thick. You’re as seppo as they come.”
Wow…was there even a director or production company involved. These are woeful!
Is this ‘The Shire’ or ‘Gold coast’ edition?
These could have been great, but it looks like the agency skimped on the production budget.
…they said “Hey, Alexo!” and it responded.
Cut corners and this is the result. Plus the ads finish with a drum roll.
These are about as funny as the uninspired people in them.
It was a great effort so stop ripping into aussies trying ,I bet you can’t get half of it right, easy to knock someone down what have all of you who criticised done to make aussies feel good
Like, I really really tried to like these… but it was just so forced. It feels like the 25 year old in the agency told the 55 year old in the agency what jokes were funny and then the older kid just blew it. Man, so close to being good.
so why no subtitles?