Amazon knows people stuck at home all year might be fantasizing about something new.
In this Super Bowl ad ostensibly to tout Amazon’s voice assistant Alexa’s new spherical shape, a woman imagines that her new Alexa has the voice–and body–of actor Michael B. Jordan, who takes off his shirt to dim the lights. He also reads an audio book to her in the tub, all to the chagrin of her hapless husband.
Titled “Alexa’s Body,” this spot was directed with a deft comedic and playful sensual touch by Wayne McClammy of Hungry Man for agency Lucky Generals.
Credits
Client Amazon Alexa Agency Lucky Generals Danny Brooke-Taylor, producer; George Allen, copywriter; Lizzie Moore, art director. Production Hungry Man Wayne McClammy, director; Mino Jarjoura, Caleb Dewart, Dan Duffy, exec producers; Marian Harkness, head of production; Rick Jarjoura, producer; Yuki Wakano, production supervisor; Emily Saeger, assistant production supervisor; Brian Stevens, 1st AD; Erv Gentry, 2nd AD; Christian Sprenger, DP. Editorial The Den Christjan Jordan, lead editor/co-founder; Mary Ellen Duggan, exec producer. VFX/Post The Mill Anastasia Von Rahl, exec producer; Alex Bader, head of production. Sound Beacon Street Studios Rommel Molina, engineer; Kate Vadnais, sr. mix producer.
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
