Amazon's Alexa goes back to the Wild West to show the value of subtitles

Lance Acord directs latest humorous spot for Droga5 London showing how Alexa can make a difference

Published On
Apr 01, 2022

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Amazon's latest spot for Alexa goes all the way back to the Wild West to show how the voice assistant can make a difference in people's lives.

The ad starts with two cowboys facing off outside a saloon in a Wild West town in a manner reminiscent of countless classic Westerns; one of them's just been ejected from the town bar and mutters threateningly that he likes "to keep my enemies close."

Suddenly a voice breaks the rising tension; a viewer appears sitting on a sofa, indicating that she's hard of hearing and "didn't quite get that." The cowboys hold up painted boards subtitling the scene, even down to the "tense music" (the townspeople then have a debate about whether "tense" is the proper description). Finally we cut back to the viewer's living room, where she asks Alexa to dim the lights and turn on the subtitles on her TV.

The spot was created via Droga5 London and directed by Lance Acord of Park Pictures, who also helmed a previous ad in this series, "Prom".


Apr 01, 2022
Client :
Amazon Alexa
Agency :
Amazon Global Chief Creative Officer :
Simon Morris
Amazon Executive Director of Global Creative :
Jo Shoesmith
Amazon Group Creative Director :
Colin Gaul
Chief Creative Officer :
David Kolbusz
Executive Creative Director :
Shelley Smoler
Creative :
Ethan Bennett
Creative :
Liam Crerar
Managing Director :
Heather Cuss
Account Director :
Max Levine
Senior Account Manager :
Rob Henderson
Head of Strategy :
Damien Le Castrec
Head of Production :
Chris Watling
Head of Production :
Peter Montgomery
Agency Producer :
Josh Sanders
Agency Assistant Producer :
Manon Rees
Production Company :
Park Pictures
Director :
Lance Acord
Executive Producer :
Stephen Brierley
Producer :
Caroline Kousidonis
Lance Acord
Edit :
Editor :
Paul Hardcastle
Assistant Editor :
Ben Elkaim
Producer :
Noreen Khan
Post Production :
Time Based Arts
Executive Producer :
Sian Jenkins
Head of Production :
Josh Robinson
Producer :
Sean Ewins
CD / Shoot Supervisor :
Robert Olsson
2D Lead Artist :
Sheldon Gardner
2D Artist :
Adam Fenwick
2D Artist :
Jamie Crofts
2D Artist :
Matt Shires
2D Artist :
Ollie Ramsey
2D Artist :
Ralph Briscoe
2D Artist :
Sarah Breakwell
3D Lead Artist :
Guillaume Heussler
Colorist :
Daniel De Vue
Color Assist :
Ale Amato
Color Assist :
Corey Martinez
Color Assist :
David Oh
Sound :
String & Tins
Sound Design :
Lawrence Kendrick
Audio Post Producer :
Eimear Gorey
Composer :
Robert Miller

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