Let me state the executive summary first. Advertisement is not a user manual.
Look at this ad. Doesn’t it look like a user manual. Does it inspire any emotions in you. Does it talk about an inspirational product or just various use cases in which it can be effective. Unfortunately users are not as rational as what sometimes brands assume and what sometimes even users assume. That is precisely the reason why marketers need to focus on inciting the right passions. Here is a suggested story line to this ad which would have changed the communication dynamics. I am just trying to derive from the same ad, not suggest another one. Amazon will have to pay me for a different ad idea.
First of all, they should have identified only few use cases. This ad has become too long. How about just focusing on few use cases and specially the ones which bring out human emotions which people could relate to. Even making different for every ad would have been useful.
I would suggest the following.
1. Brother and sister fighting
2. Wife turning down approach by husband in bed room.
3. A romantic moment created by the product
So in all these cases we create Alexa as a hypothetical character. The device does not come first but situation comes first. The situations have highlighted emotions and then the product is unveiled towards the end with a punch like – Add echo to your family.