In August of this year, Amazon Music launched its largest-ever multi-media advertising campaign, titled A Voice Is All You Need, highlighting the powerful vocals of iconic songs while demonstrating the simplicity of using your voice to find the music you love. The multiplatform media plan – inclusive of TV, radio and digital – was developed with global independent agency Wieden+Kennedy, to celebrate the growth of Amazon Music and its lead in voice innovation.

Each advertisement is a striking visual interpretation of songs paired with isolated vocals from notable artists, showcasing the emotional power of simply asking for a chart-topping vocal performance. The result is an ear- grabbing, eye-catching musical rendition of legendary tracks that end with a listener asking Alexa to play the featured artist. A voice is all you need to make that happen.

At launch mid-August, digital creative featuring a variety of top artists across various genres began appearing in the campaign, with songs including: Kendrick Lamar & SZA’s ‘All the Stars’; Ariana Grande’s ‘No Tears Left to Cry’; Kane Brown’s ‘Lose It’; and Freddie Mercury of Queen’s ‘Somebody To Love’.

Since its initial launch, Amazon Music has run online creative and billboard out- of-home across the US in cities – including LA, NY and Nashville – featuring artists such as Kendrick Lamar, Ariana Grande, Carrie Underwood, twenty one pilots, Lil Wayne, Nicki Minaj and Imagine Dragons, with TV to come. Additionally, select digital, radio, and display ads have launched in the UK and Germany.

Each creative features a voice utterance to engage Amazon Music on Alexa, while highlighting the power of voice. New ad creative featuring additional artists and songs will continue to roll out throughout the rest of the year.