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.
Tell the jury about the casting process.
Casting was key to the film’s success. Our casting director describes: “My background in improv is a big part of this. It’s about being present, listening and processing, then reacting in the most honest way possible. The characters we see live in a very specific world that is both nuanced and relatable to the audience and the comedy had to be played with heart and truth at its foundation”.