Amazon Music animates Ariana Grande, Kendrick Lamar and SZA in ad campaign for the service

For upon |Amazon Music is pushing its paid streaming music service with a new campaign as a way for listeners to power their preferences by using Alexa.

The service 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 Ariana Grande, Kendrick Lamar, SZA, 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.

In the first video, Kendrick Lamar and SZA’s All the Stars gets animated in a 30-second spot that starts off with brightly hued lips singing the lyrics. The lips then turn blue as the Lamar’s rap begins, then morphs into the Amazon arrow, which also turns into a mouth and asks Alexa to play the song as it promotes the 30-day free trial for the service.

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.”

Launching at a time where the number of Amazon Music hours streamed globally on Alexa-enabled devices has doubled over the past six months compared to the same time last year, ‘A Voice is All You Need’ will begin appearing today in select US cities, and will expand to the UK and Germany throughout the year across media channels including national online video, radio, and out-of-home billboard advertisements in support of upcoming new releases. Select creative from the campaign will also appear on national TV later this year.

The article was originally published here.