The Night Alexa Lost Her Voice but Spoke Louder Than Ever

Inside Lucky Generals' beloved 2018 spot

Absence can be great marketing tactic, as the "Got Milk?" campaign has shown for three decades. And Amazon used that playbook masterfully on the 2018 Super Bowl with its "Alexa Loses Her Voice" campaign by Lucky Generals. Beginning with a clever easter egg—Alexa coughing in the days leading up to the game if you asked who was going to win—the campaign earned raves for its in-game spot where Alexa was replaced by four celebs—each of whom, hilariously, can't match up to the real thing. Hear more from our panel of experts in the video above.

Featuring:

  • Jai Rodriguez, Actor and Television Personality
  • Tyler Cameron, Television Personality and Model
  • David Lubars, Chairman/Chief Creative Officer, BBDO
  • Matt Wallaert, Behavioral Science Expert
  • Yamaneika Saunders, Comedian and Writer
  • Tim Nudd, Editor in Chief, Clio Awards and Muse by Clio

Check out more Super Bowl Classics below.


Always 'Like a Girl,' From Online Viral Hit to Super Bowl Champion


The Sad, Somber Hilarity of Monster.com's 'When I Grow Up'


Chrysler and Eminem's Epic Salute to Detroit and Its Auto Industry


The Enduring Charm of Coke's Mean Joe Greene Ad


Eli Manning on His NFL Ad and Those Sweet Dirty Dancing Moves


The NFL's Epic Super Bowl Ad That Was 100 Years in the Making


When Every Ad Was a #TideAd: How P&G Hijacked the Super Bowl


Nothing but Net: Jordan and Bird's Epic Showdown for McDonald's


How Reebok's Terry Tate Smashed His Way Into Super Bowl History


Cindy Crawford for Pepsi: Two Icons, One Perfect Super Bowl Ad


Budweiser's 'Puppy Love' ... the Cutest Super Bowl Ad Ever?


How Doritos and Mountain Dew Created a Rap Battle for the Ages


Betty White and Snickers: A Match Made in Super Bowl Heaven

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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