Sony/ATV Music Publishing Offices, Nashville

Sony/ATV Music Publishing Offices, Nashville

Sony/ATV Publishing has landed a high-profile sync on Amazon’s Alexa Super Bowl commercial.

The spot features a star-studded celebrity line-up, all of whom experience failed beta tests of Alexa devices.  Throughout, the entire spot has Queen’s “Don’t Stop Me Now” playing in the background.

The background is a high-profile Queen placement, of course.   But that’s just one of several resurgent celebrations of Queen’s music of late.  Just recently, the Freddie Mercury-focused Bohemian Rhapsody has been breaking box office records, while producing estimated profits of more than $800 million.

It’s unclear how “Don’t Stop Me Now” was ultimately selected for the ad spot.  Though Bohemian Rhapsody certainly didn’t hurt the pitch.

In the commercial, a podcast-playing toothbrush is showcased with Forest Whitaker. Ilana Glazer and Abbi Jacobson of Broad City fame are ejected from a hot-tub show after a mix-up. Finally, Harrison Ford’s Boston terrier keeps ordering dog food with his Alexa-connected collar.

The commercial is meant to explore some humorous concepts for an ever-connected world.

Amazon’s Alexa currently dominates the smart speaker market.

Studies from 2018 indicate that Alexa has around 75% of global market share, but competition is fierce in the new category of consumer electronics.

Amazon probably paid big bucks to feature their spotlight on Alexa with Queen’s backing.  Let’s see how it stacks up to the competition.

Here’s the spot.