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Droga5 Shows the World What It's Missing with Alexa's Voice Technology

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Director Andreas Nilsson shows the benefits of using Alexa to the millions of people yet to discover the benefits

Droga5 Shows the World What It's Missing with Alexa's Voice Technology

These spots from Droga5 London mark the launch of new global campaign for Alexa under ‘A voice is all you need’ and are aimed at the millions of people who have not yet experienced the benefits of using voice technology.

Alexa can help you do and achieve almost anything with your voice and this campaign playfully brings this to life by colliding two contrasting worlds, the everyday and the epic, together.

In one spot, ‘Ironing’, we see our protagonist seemingly command a pair of elvish warriors to repeatedly play out a death scene in the middle of a battle, all whilst doing the ironing. In ‘Opera’ our protagonist goes back in time to ask an 18th century opera singer to change the track to something a little more fun, from the comfort of his sun lounger and without lifting a finger.

When we cut back to reality, this clash is revealed to be a visual representation of how Alexa unlocks the world around us, in ways other hands-on tech wouldn’t be able to do. From music & entertainment, to knowledge and smart home functionality, with Alexa, a voice is all you need.

David Kolbusz, chief creative officer at Droga5 London said: “I’m no good at using my Alexa because I’m constantly leaving bits of my voice commands out or generally screwing things up so it was exciting to bring to life a campaign that reflected the warts-and-all way that people interact with their devices.”

Shelley Smoler, executive creative director at Droga5 London said: “Even mundane tasks, such as switching on lights, changing tracks or rewinding a film, are made to feel epic and magical when you can control them using nothing but your voice… and Alexa of course.”

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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



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 


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

Colour: 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

Genres: Comedy, People, Dialogue

Categories: Consumer Electronics, Smart speaker

Droga5 London, Wed, 21 Oct 2020 11:10:11 GMT