| Title | ALEXA'S BODY |
| Brand | AMAZON |
| Product/Service | AMAZON |
| Category |
A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
LUCKY GENERALS London, UNITED KINGDOM
|
|
Idea Creation
|
LUCKY GENERALS London, UNITED KINGDOM
|
|
Production
|
HUNGRY MAN Los Angeles, USA
|
Credits
| Danny Brooke-Taylor |
Lucky Generals |
Executive Creative Director |
| George Allen |
Lucky Generals |
Creative |
| Lizzie Moore |
Lucky Generals |
Creative |
| Sarah Quinn |
Lucky Generals |
Client Partner |
| Louise Bodily |
Lucky Generals |
Account Director |
| Joe Bagnall |
Lucky Generals |
Producer |
| Camilla Hempleman |
Lucky Generals |
Producer |
| Loz Horner |
Lucky Generals |
Strategist |
Write a short summary of what happens in the film
In October 2020, Amazon Alexa launched their newest form, one with a beautiful new design. Our brief was to showcase this new form on Super Bowl night and find a way to get people to love Alexa, not just for her functionality but for her personality. To solve this, we highlighted the beauty of Alexa's new body we imagined giving her the only one that could possibly be better - the body of recently voted 'sexiest man' alive - Michael B Jordan. We see our hero using Michael/Alexa in different scenarios around her home becoming more enamoured with him as she goes, much to her husband’s annoyance. This enabled us to both humanize Alexa and show off a spread of her different functionalities, creating brand love for both the product and the brand. The spot was the most viewed ad of the Super Bowl, hitting 77m views.