Amazon had secured the early adopters. Now, they needed to make Alexa relevant for a much wider market. All in a year in which sentiment towards the parent brand was low. In this tight turnaround brief, I knew a strategy of mainstream social proof was key. The proposition we gave to the creative team: Can you even imagine life now without Alexa? The ad premiered in the commercial break of the 2020 Super Bowl to 150 million people.