At its release, the Amazon Echo was seen as a tech toy for rich people. Amazon wanted to make the Echo feel like an everyday tool for average Americans.
Here's how I'd use the Echo if I was an average American dad.

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Adweek, Mashable

CREDITS
Agency: Leo Burnett
Chief Creative Officer: Judy John
Group Creative Directors: Dave Thornhill, Grant Cleland
Art Director: Sally Fung
Copywriter: Jason Soy
Producer: Kali Kyriazis
Director: Randy Krallman