'Alexa, What Is Love?' Amazon and the Ad Council Ponder Answers

Inclusive definitions for Valentine's Day

"Alexa, what is love?"

It's many things, of course, ranging from "Being there for someone without judgement," to "Opening your doors to others without expecting anything in return" and "Supporting people in pursuing their dreams, no matter their abilities."

Starting today, devices running Amazon's virtual assistant will offer such responses, and more—generated at random when asked to define love—as part of an initiative developed with the Ad Council.

This short from acclaimed documentarian Rodney Lucas features some of the diverse folks who voiced the replies:

Alexa, What Is Love? | Love Has No Labels

"Our hope is that when audiences ask about love, they will hear voices that inspire them to take action in their communities," says Ad Council president and CEO Lisa Sherman.

Timed to Valentine's Day, the work marks a new chapter in the organization's Emmy-winning "Love Has No Labels" campaign.

"This collaboration is right in line with the goal of 'Love Has No Labels'—to flood culture with messages of unbiased love across race, age, gender identity, religion, ability and sexual orientation," Sherman says.

Amazon will tout "Alexa, What Is Love?" across TV, digital and social media. The company also hosts this website, which tells the stories of software developer Cheer, photographer Christopher, tour guide/anti-bullying advocate Jim, student organizer Shujaa and other campaign contributors.

They believe that love is...

  • "Showing patience and understanding when someone is learning a new language."
  • "When someone acknowledges how I identify."
  • "When we craft safe spaces for Black women."
  • "When true allies protect my voice."
  • "Looking out for each other."

That last one pretty much says it all for this culturally attuned foray that leverages technology in a novel, uplifting and relatable way.

Alexa has mulled love and relationships before. Last week, she provided the romantic soundtrack for this sweet ad touching on issues of aging and memory. And in 2019, Alexa "married" Siri, her technological counterpart at Apple.


Director: Rodney Lucas
Executive Producer, Fanciful Films: Natalie Hill
Production Company: Fanciful Films
Chief Campaign Development Officer, Ad Council: Heidi Arthur
Vice President, Campaign Development, Ad Council: Sheri Klein
VP, Campaign Director, Ad Council: Jenn Walters
Director of Media, Social and Emerging, Ad Council: Felicia Carmichael
Assistant Campaign Manager, Ad Council: Ariana Lee
Head of Amazon Brand Lab, Telco & Entertainment: Rob Alley
Creative Director, Amazon Ads - Brand Lab: Jolanta Aerts
Senior Copywriter, Amazon Brand Lab: Sim LeCompte
Executive Producer, Amazon Brand Lab: Carrie Schaer
Senior Program Manager, Amazon Brand Lab: Stephanie LeBlond
Creative Director, Amazon Alexa Personality: Alison Tintle
Associate Creative Director, Amazon Alexa Personality: Will North
Senior Design Technologist, Amazon Brand Lab: Robby Marston
Senior UX/Motion Designer, Amazon Brand Lab: Cassandra Krul
Senior Marketing Manager, Amazon Brand Lab: Gina Avila
Senior Account Executive, Amazon Ads: Ashley Willson

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