Alexa Hilariously Disrupts Epic Moments in Droga5 London’s Ads About Voice Control

It's a bit like having a magical power

Droga5 London's campaign shows how Alexa can alter time (on TV, at least). Amazon

Droga5 London has created two new spots for Amazon Alexa as part of a global campaign titled “A voice is all you need,” which aims to show how the device can make life a little easier.

The ads show how people can control the (digital) world around them by having Alexa act on their every whim.

In one spot, “Ironing,” a protagonist repeatedly interrupts an epic battle scene to command a pair of elvish warriors to play out a death scene, all while casually doing his ironing (and really annoying the characters in the process.)

In “Opera,” the protagonist travels back in time to the 18th century to interrupt an opera concert. Pushing through the audience on his sun lounger, the topless man commands the singer to change the track to something a little more fun.

The work is designed to be a visual representation of how Alexa can unlock possibilities in a way that hands-on tech devices can’t, Droga5 said.

The work follows on from Droga5’s memorable Super Bowl spot for Amazon Alexa, which asked: What was life like before Alexa?

The tongue-in-cheek spot, featuring celebrity couple Ellen DeGeneres and Portia de Rossi, imagined a world that was downright archaic before Alexa.

For instance, when a woman asks her maid, aptly named Alessa, to turn the temperature down, she responds by chucking a flaming log from the fireplace out the window.

“Having Alexa is like having a magical power. And if you had that power, would you not transport yourself to an epic battle scene with elvish warriors and ask them to re-enact that part you missed while you focused on ironing your shirt? I would,” said Shelley Smoler, executive creative director at Droga5 London, speaking of the shop’s latest work for the brand.

David Kolbusz, chief creative officer at Droga5 London, added: “I want to see the whole film our ironing man is interrupting and I want to go back to that Regency period and listen to the whole concert.”

CREDITS:
Client: Amazon
Global Chief Creative Officer: Simon Morris
Group Creative Director: Colin Gaul
Agency: Droga5 London
Chief Creative Officer: David Kolbusz
Executive Creative Director: Shelley Smoler
Copywriter: Jonathan Thake
Art Director: Ethan Bennett
Agency Producer: Peter Montgomery
Assistant Producer: Manon Rees
Joint Managing Director: Heather Cuss
Account Director: Anna Coulter
Account Manager: Danni Blakeslee
Strategy Director: Damien Le Castrec
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Managing Director / Executive Producer: Rupert Reynolds-Maclean
Producer: Lee Groombridge
Production Manager: Luke Thornton
DOP: Lasse Frank
Production Designer: David Lee
Costume Designer: Selila Wong
Production Service Company (Prague unit): Unit+Sofa
Edit: Cut & Run
Editor: Ben Campbell
Assistant Editor: Chris Hutchings
Producer: Ruth Minkley
Post Production: The Mill
Executive Producer: Misha Stanford- Harris
Producers: James Beck, Nicola Simmons
CD / Shoot Supervisor: Jonathan Westley
2D Lead Artist: Ben Turner
2D Artists: Peter Hodsman, Declan Andrews
3D Lead: Artist Dan Yargici
3D Artist: Finlay Crowther, Jiyoung Lee, Paul Donnellan, Biswajit Tarafder, Bethan Williams, Murali Krishna Reddy, Roman Vrbovsky
Color: Seamus O’Kane
Sound: String and Tins
Supervising sound editor: Lawrence Kendrick
Sound effects editor: Jim Stewart
Audio Post Producer: Eimear Ní Ghuaire
Music (Opera edit only)
Music Supervision: String and Tins
Music Arrangement: Simon Whiteside, Lawrence Kendrick, Jim Stewart


@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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