This year, Amazon once again used its Super Bowl airtime to plug Alexa. While U.K. agency Lucky Generals has taken the creative reins on Alexa’s game day commercial over the past few years, Amazon chose a different British shop for the task this time: Droga5 London.
The ad—which landed the No. 7 spot on USA Today’s Ad Meter this year—has a simple premise: What was life like before Alexa?
Of course, millions of people get on just fine every day without the voice assistant, but the tongue-in-cheek spot imagines a world that’s downright archaic without it.