People are using Amazon Echo in so many different ways, and asking its AI, Alexa, so many different things, that the brand decided it was perfect for little vignettes. So, it’s rolling out more than a hundred 10-second spots, each with a funny little question or request of Alexa, in contextual and targeted digital, TV and social placements.

The campaign, called “Alexa Moments,” was created in-house and is designed to show off Alexa’s breadth of the capabilities and skills. (Alexa has more than 3,000 of these, apparently, so even doing 100 spots only scratches the surface.) Amazon tells AdFreak the work was inspired by real user stories, some of them gleaned from the more than 43,000 customer reviews of the product on Amazon.

Check out a bunch of the spots here:

Read more: Amazon Made More Than a Hundred 10-Second Ads Asking Alexa the Funniest Things | Adweek