Droga5 London’s “A voice is all you need” campaign for Amazon’s Alexa voice-activated virtual assistant includes this spot in which a man who’s ironing clothes serves as a quasi-director, asking peeved actors to twice re-do a pivotal death scene in a Game of Thrones-esque epic adventure fantasy.
Directed by Andreas Nilsson of Biscuit Filmworks, the commercial simply titled “Ironing” ultimately shows that the gent crouched over the ironing board is actually at home, watching the proceedings on a TV screen. He instructs his Alexa to rewind 10 seconds so he can finally fully see the demise of the show’s protagonist.
Turns out “a voice is all you need” to be in the director’s chair, simultaneously presiding over two contrasting worlds–the everyday and the epic.
David Kolbusz, chief creative officer at Droga5 London said, “The way we use Alexa is so idiosyncratic and reflective of our own voices so we needed great talent to bring these insights to life. Our actors did an amazing job.”
Credits
Client Amazon/Alexa Agency Droga5 London David Kolbusz, chief creative officer; Shelley Smoler, executive creative director; Jonathan Thake, copywriter; Ethan Bennett, art director; Peter Montgomery, producer; Manon Rees, assistant producer. Production Biscuit Filmworks Andreas Nilsson, director; Rupert Reynolds-Maclean, managing director/exec producer; Lee Groombridge, producer; Luke Thornton, production manager; Lasse Frank, DP; David Lee, production designer; Selila Wong, costume designer. Production Services Unit+Sofa (Prague unit). Editorial Cut+Run Ben Campbell, editor; Chris Hutchings, assistant editor; Ruth Minkley, producer. Postproduction/VFX The Mill London Misha Stanford-Harris, exec producer; James Beck, Nicola Simmons, producers; Jonathan Westley, creative director/shoot supervisor; Ben Turner, 2D lead artist; Peter Hodsman, Declan Andrews, 2D artists; Dan Yargici, 3D lead artist; Finlay Crowther, Jiyoung Lee, Paul Donnellan, Biswajit Tarafder, Bethan Williams, Murali Krishna Reddy, Roman Vrbovsky, 3D artists; Seamus O’Kane, colorist. (Toolbox: Flame, Nuke, Maya, Houdini, Baselight) Sound String and Tins Lawrence Kendrick, supervising sound editor; Jim Stewart, sound effects editor; Eimear Ni Ghuaire, audio post producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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