Alexa 'A voice is all you need' by Droga5 London

Alexa 'A voice is all you need' by Droga5 London

A campaign by Droga5

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 ‘Opera’ the 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.

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. 

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. 

David Kolbusz, chief creative officer at Droga5 London said: “Casting was such a big part of what made these films such a joy to shoot. 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.”

Shelley Smoler, executive creative director at Droga5 London said: “Such is the immediacy of using Alexa, it really does feel as if an 18th Century opera singer awaits your song request as eagerly as a DJ at a karaoke bar.”


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
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

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