The Drum Awards for Agency Business 2022

Live in -h -min -sec

Date: Aug 2018
Your Vote
Overall Rating
Opps, please vote again
4 votes

Amazon Music is building on its momentum with the launch of ‘A Voice is All You Need.’ The campaign highlights the powerful vocals of notable songs while demonstrating the simplicity of voice with Alexa, featuring leading artists at launch including Taylor Swift, Ariana Grande, Kendrick Lamar, SZA, Freddie Mercury from Queen and Kane Brown.

The ad creative, developed with Wieden+Kennedy, celebrates the growth of Amazon Music against rivals like Apple and Spotify, by noting its lead in voice innovation while playing off isolated vocals from notable artists in a journey through the voice experience with Alexa on Amazon Music.

The campaign shows animated lips and mouths of famous singers singing their classic tunes, including Freddie Mercury's voice singing the classic Somebody to Love, Taylor Swift singing You Need to Calm Down and in a change of pace, the Beatles singing Come Together as drums, bass and guitar strings flutter.

Another ad rises high above Times Square to push Ariana Grande’s new album, Sweetener. The three-tiered digital ad starts with the ‘A Voice is All You Need’ phrase, then turns rainbow colored with a pic from the album and the text: “Alexa Play New Ariana Grande.”


Agency: Wieden+Kennedy

Client: Amazon Music