Droga5 London’s “A voice is all you need” campaign for Amazon’s Alexa voice-activated virtual assistant includes this spot in which a man who’s ironing clothes serves as a quasi-director, asking peeved actors to twice re-do a pivotal death scene in a Game of Thrones-esque epic adventure fantasy.
Directed by Andreas Nilsson of Biscuit Filmworks, the commercial simply titled “Ironing” ultimately shows that the gent crouched over the ironing board is actually at home, watching the proceedings on a TV screen. He instructs his Alexa to rewind 10 seconds so he can finally fully see the demise of the show’s protagonist.
Turns out “a voice is all you need” to be in the director’s chair, simultaneously presiding over two contrasting worlds–the everyday and the epic.
David Kolbusz, chief creative officer at Droga5 London said, “The way we use Alexa is so idiosyncratic and reflective of our own voices so we needed great talent to bring these insights to life. Our actors did an amazing job.”
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Credits
Client Amazon/Alexa Agency Droga5 London David Kolbusz, chief creative officer; Shelley Smoler, executive creative director; Jonathan Thake, copywriter; Ethan Bennett, art director; Peter Montgomery, producer; Manon Rees, assistant producer. Production Biscuit Filmworks Andreas Nilsson, director; Rupert Reynolds-Maclean, managing director/exec producer; Lee Groombridge, producer; Luke Thornton, production manager; Lasse Frank, DP; David Lee, production designer; Selila Wong, costume designer. Production Services Unit+Sofa (Prague unit). Editorial Cut+Run Ben Campbell, editor; Chris Hutchings, assistant editor; Ruth Minkley, producer. Postproduction/VFX The Mill London Misha Stanford-Harris, exec producer; James Beck, Nicola Simmons, producers; Jonathan Westley, creative director/shoot supervisor; Ben Turner, 2D lead artist; Peter Hodsman, Declan Andrews, 2D artists; Dan Yargici, 3D lead artist; Finlay Crowther, Jiyoung Lee, Paul Donnellan, Biswajit Tarafder, Bethan Williams, Murali Krishna Reddy, Roman Vrbovsky, 3D artists; Seamus O’Kane, colorist. (Toolbox: Flame, Nuke, Maya, Houdini, Baselight) Sound String and Tins Lawrence Kendrick, supervising sound editor; Jim Stewart, sound effects editor; Eimear Ni Ghuaire, audio post producer.
This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.
Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.
But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.
The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.
“Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More
