Amazon continues to promote its Alexa-enabled devices with a new ad. This time, the spot shows how users can ask Alexa to set up a Beethoven alarm so that they could “enjoy” symphonies at sunrise.

The spot features a woman going to sleep and asking Alexa to set a Beethoven alarm. As the virtual assistant is ready to fulfill the request, at the time the user wants, the black chair near the bed turns into a conductor who’s conducting a invisible orchestra while Beethoven’s 5th symphony plays. When the alarm is set, the conductor vanishes and the chair gets back to its place.

Eventually, the Alexa logo appears on the screen.

Other ads in the brand’s “A Voice Is All You Need” campaign feature a hairstylist who, while straightening a client’s hair, asks Alexa to play hair metal, a dad on a hoverboard who asks Alexa to call his kids to see him “in action”, a woman stretching who asks Alexa to tell what is on her calendar, another woman getting back home with her hands full asking Alexa to lock the front door, and more.

Alexa is Amazon’s cloud-based voice service available on hundreds of millions of devices from Amazon and third-party device manufacturers. Amazon Alexa-enabled devices let users do stream songs from Amazon Music, Apple Music, Spotify, SiriusXM, and more, to voice control compatible lights, locks, and sensors, to set timers, reminders, and alarms, to turn on compatible lights, play their Flash Briefing, or turn on the coffee maker when they walk into the room, and to call friends and family who have the Alexa app or an Echo device.