“Parmy, Pavs, Bog Rolls And Bubbles!”: Amazon Alexa Goes Full Aussie In New Work With Sophie Monk & The Inspired Unemployed

“Parmy, Pavs, Bog Rolls And Bubbles!”: Amazon Alexa Goes Full Aussie In New Work With Sophie Monk & The Inspired Unemployed

Whether it’s “snags” or “bog rolls”, Aussies sometimes choose to give everyday items rather unique names.

And in new work from Amazon Alexa, via Havas Village Australia, both Sophie Monk and The Inspired Unemployed celebrate this uniquely Australian vocabulary.

Six 30-second creative executions feature the media personalities teaching Alexa some of Australia’s most distinctive and unique phrases.

The digital-first campaign is designed to raise awareness for Alexa and devices in Australia following the addition of a stack of new Aussie lingo to her vocabulary, including ‘yeah/nah’, ‘mozzie’, ‘barbie’ and ‘bucket down’.

You can see the work below.


The integrated campaign saw One Green Bean (OGB) responsible for the creative idea, PR and influencer elements, strategy through Havas Labs, with creative execution and production via Host/Havas. Media was through global Amazon agency, Rufus.

Amazon Alexa & Devices Head of Marketing Jen Beirne said: “It’s exciting to be collaborating with true blue Aussies to develop a fun campaign that helps demonstrate just how Australian Alexa has become. She’s certainly learnt a lot in the last three years down under, and following the campaign launch, more of us are speaking with Alexa like a mate! From the comments and feedback shared by our customers and community post-launch, the fun and engaging nature of the campaign is exactly what we all need right now.”

Havas PR Australia CEO Simone Gupta, responsible for OGB said: “The campaign shows an idea can come from anywhere and flourish through collaboration between our Village agencies, with the idea developed within One Green Bean and expertly executed by our partners at Host/Havas,”

Host/Havas Executive Creative Director Jon Austin added: “As a long time Aussie resident, I know my share of Aussie-ism but as a Kiwi, even I admit I hadn’t heard some in these scripts. A ‘swoopy boy?’ How is that a thing?! Fortunately, Alexa was on hand to clear up any confusion. And working with our Village mates to combine brilliant talent and brilliant tech has been a deadset bottler. Alexa – did I use that right? Probably not.”

The ‘Aussies get Alexa. Because Alexa gets Aussies.’ campaign launched on 20 September and is running for three weeks across Facebook, Instagram, TikTok and YouTube.


Client: Amazon Alexa & Devices

One Green Bean


Havas Labs


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