Alexa epically disrupts epic moments on Droga5 London's voice management adverts


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

The ads show how people can control the (digital) world around them by letting Alexa do whatever they want.

At one point, "Ironing," a protagonist repeatedly interrupts an epic battle scene to order two elven warriors to play a death scene while casually ironing (and really annoying the characters in the process).

In “Opera” the protagonist travels back to the 18th century to interrupt an opera concert. The topless man slides through the audience on his sun lounger and orders the singer to change the track into something a little more fun.

The work is meant to be a visual representation of how Alexa can unlock capabilities in ways that practical tech devices can't, said Droga5.

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

The ironic spot with the celebrity couple Ellen DeGeneres and Portia de Rossi imagined a world that was downright archaic before Alexa.

For example, when a woman asks her maid, aptly named Alessa, to lower the temperature, she throws a burning log from the fireplace out the window.

“Having Alexa is like having magical power. And if you had that power, wouldn't you put yourself in an epic battle scene with elven warriors and ask them to re-enact the part you missed while you focused on ironing your shirt? I would, ”said Shelley Smoler, Executive Creative Director at Droga5 London, of the shop's latest work for the brand.

David Kolbusz, Chief Creative Officer at Droga5 London added, "I want to see the entire movie that our hanger is interrupting, and I want to go back to this reign and listen to the entire concert."

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 director: 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: Leave Frank
Production Designer: David Lee
Costume designer: Selila Wong
Production service provider (Prague unit): unit + sofa
Edit: Cut & Run
Editor: Ben Campbell
Editorial Assistant: 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 main artist: Ben Turner
2D artist: Peter Hodsman, Declan Andrews
3D lead: artist Dan Yargici
3D artists: Finlay Crowther, Jiyoung Lee, Paul Donnellan, Biswajit Tarafder, Bethan Williams, Murali Krishna Reddy and Roman Vrbovsky
Color: Seamus O’Kane
Sound: string and cans
Supervising Sound Editor: Lawrence Kendrick
Sound Effects Editor: Jim Stewart
Audio Post Producer: Eimear Ní Ghuaire
Music (edit Opera only)
Music monitoring: string and cans
Musical arrangement: Simon Whiteside, Lawrence Kendrick, Jim Stewart

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Jeffrey Rabinowitz