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".