As the digital voice assistant category grows, Amazon Alexa has repeatedly traveled back in time to demonstrate the diverse ways it can be used in people’s everyday lives.
Its latest ad, created again by U.K. agency Droga5 London, transports viewers to the Wild West, where two cowboys face off outside a saloon. In a scene reminiscent of a classic Western film, the tension rises as the cowboys stare menacingly at each other from across a dirt road. “I like to keep my enemies close,” the one named Billy says ominously.
Suddenly, the action is interrupted by a voice calling out, “Guys … excuse me … I didn’t quite get that.”
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