Amazon Alexa ad commands respect in TV creativity award

Droga5 London’s ‘Ironing’ for Amazon Alexa sent the everyday crashing into the epic in an ad that has been voted by the Thinkbox Academy to be the best that debuted in September and October.

Two contrasting worlds - the everyday and the epic - collide in this spot in which a pair of elvish warriors are seemingly repeatedly commanded to re-enact a death scene by a chap doing his ironing. The aim was to demonstrate the power of voice; the vehicle, the power of TV.

  • Creative agency: Droga5 London
  • Creative team: David Kolbusz, chief creative officer; Shelley Smoler, executive creative director; Jonathan Thake, copywriter.
  • Client: Simon Morris, global chief creative officer, Amazon
  • Production company: Biscuit Filmworks 
  • Director: Andreas Nilsson

Other shortlisted ads:

Bloom & Wild ‘Care Wildly’

  • Creative agency: Other
  • Client: Bloom & Wild
  • Production company: Academy Films
  • Director: Jack Driscoll

Lloyds Bank ‘Forever Forwards’

  • Creative agency: adam&eve/DDB
  • Client: Richard Warren
  • Creative team: Ben Tollett, James Gillham, Graham Cappi
  • Production company: Rogue
  • Director: Sam Brown

McDonald's ‘The Gift’

  • Creative agency: Leo Burnett London
  • Creative team: Chaka Sobhani, Mark Elwood, Pete Heyes, Gareth Butters
  • Client: Hannah Pain
  • Production company: Pulse Films
  • Director: 32

O2 'You & Me’

  • Creative agency: VCCP
  • Creative team: David Masterman, Pip Bishop, Chris Hodgkiss
  • Client: Simon Valcarcel
  • Production company: Independent. Post – MPC
  • Director: Gary Freedman


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