AMAZON - CLAIRE, AMAZON ECHO
Title | AMAZON - CLAIRE, AMAZON ECHO |
Brand | AMAZON |
Product/Service | AMAZON ECHO |
Category |
A02. Script |
Entrant
|
FF PARIS, FRANCE
|
Idea Creation
|
FF PARIS, FRANCE
|
PR
|
FF PARIS, FRANCE
|
Production
|
FF PARIS, FRANCE
|
Production 2
|
LA PAC Paris, FRANCE
|
Production 3
|
EDITORS Paris, FRANCE
|
Production 4
|
THE Paris, FRANCE
|
Additional Company
|
AMAZON London, UNITED KINGDOM
|
Credits
Fred Raillard |
FF |
Co-founder and CEO |
Farid Mokart |
FF |
Co-founder and CEO |
Olivier Lefebvre |
FF Paris |
Executive Creative Director |
Etienne Renaux |
FF Paris |
Associate Creative Director |
Gauthier Lempereur |
FF Paris |
Copywriter |
Lise Renoir |
FF Paris |
Art Director |
Seydi Barak |
FF Paris |
Producer |
Lionel Benbassat |
FF Paris |
Managing Director |
Milia Yalioua |
FF Paris |
Account Director |
Xavier Giannoli |
La Pac |
Director |
Yorick Le Saux |
La Pac |
DOP |
Anne-Sophie Bion |
La Pac |
Editor |
Delphine Guerin |
La Pac |
Executive Producer |
Provide the full film script in English.
AMAZON ECHO SCRIPT - CLAIRE
SEQ 1 / Claire's room
We discover Claire sitting in the frame of a window.
She's trying to write. On her pad we read "Dear Parents..."
She suddenly looks up because she hears a voice in the distance, from another room in the
house. She seems surprised.
SEQ 2 / Kitchen
Claire arrives in the kitchen. She asks: "Who is this voice? "because she doesn't know
Alexa's voice yet.
Her parents have just unpacked an Amazon Echo and are busy beside the object, the
mother still has the box in her hands. The father replies, very enthusiastic:
"It's Amazon Echo! Look... »
He leans towards the device, as if he was about to ask a question but the mother precedes
him, a smile in her voice: "Alexa, is it going to rain today? »
Claire watches the Echo respond with astonishment.
Alexa: "There is a good chance of rain in Nantes today. »
SEQ 3 / Bus
A bus crosses a French provincial landscape.
Claire just got on the bus with an umbrella in her hand. She smiles at a girl her age and sits
next to her. Her friend asks her "Are you all right?" as Claire snuggled up under her arm.
They look at each other with tenderness. Claire doesn't answer.
Her girlfriend kisses him on the forehead and adds, "Did you tell them? »
Claire nods, as if she were annoyed.
SEQ 4 / House - Living room
Claire goes down the stairs of the living room and rushes in front of the mirror in the
entrance to finish putting on her make-up. She's elegant. She made herself beautiful, in a
dress and styled with care, as if to go out.
Her mother arrives behind her and asks her with malice:
"Are you late? »
Claire answers: "Yes," then adds, without stopping preparing:
"Alexa, what time is it?"
Alexa answers: "It's 8:32 p. m. »
The mother smiles kindly as she asks:
"And what's his name? »
Claire sighs, looking up to the sky, without answering.
SEQ 5 / Cinema
We meet Claire at the cinema, with her girlfriend. Without taking their eyes off the screen,
they lovingly hold hands. Claire smiles, they're in love and don't hide.
SEQ 6 / House
Claire's father walks through the living room with a crate of apples towards the kitchen.
Claire grabs an apple as he walks past her. He exclaims:
"Alexa, get me an apple pie recipe! »
Claire goes up to her room while Alexa answers: "I have a recipe for apple pie... »
SEQ 7 / House - Bedroom
Claire writes on a page in her block... She underlines with one stroke a sentence that stands
out from the others: "I prefer girls". Claire raises her head, thoughtful. A smile gradually
spreads over her lips. She has an idea.
SEQ 8 / House - Living room
Claire arrives in the living room while her parents are setting the table for dinner. They put
the apple pie between the cutlery. The father said, busy, "Alexa, turn on the light. »
The lights are on.
Claire, a little far from the table, takes a deep breath and launches out:
"Dad, Mom... I have something to tell you. »
Her parents look up, surprised but attentive. Tension is building.
Claire then turned to the Amazon Echo, decided. She says: "Alexa, start my music again.
"The Amazon Echo then launches Jacques Dutronc's famous music, as if to complete
Claire's speech:
"I like girls from Castel's. I like girls from Regine's.... »
Claire is waiting, she knows they'll soon understand.
The parents look at it, listen to it... they gradually realize as the song continues:
"I like the girls we see in Elle..."
The mother smiles tenderly at her daughter, modest. The father straightens up, surprised, a
little uncomfortable.
Claire raises her head with pride.
Packshot of the Amazon Echo in the living room, still playing Jacques Dutronc.
VO: "At your side for all the little moments of life. And so do the grown-ups. Discover the
all-new Echo by Amazon. »
Cultural/Context information for the jury
In June 2018, the agency is taking part in launch of the Amazon Echo smart speaker in France via a TV film, in the middle of the Pride month.
In a country like France where the subject of homosexuality is still being debated, coming out is an an important step for every young homosexual, and it’s often difficult to find the right words to announce it to their family and friends. The vocation of the Amazon Echo -via the Alexa artificial intelligence- is to gather and reconnect families through a technology integrated into the life of a household: keeping hands and eyes free.
This is how Claire, an 18 year-old high school student, who doesn't know how to come out to her parents, will get accustomed to using Alexa, and find a way to come out thanks to one of the device's features.
From June 6th 2018 to July 22nd 2018, a massive TV and OLV plan was implemented in France. All major TV channels (TF1, M6, Canal+, C8, etc) were targeted with 5860 spots aired with a wide audience. On digital platforms only, we accounted for 39 973 505 impressions. It went along with a print and social campaign showcasing differents skills of the products.