The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Direction / Single
Annual ID
OS22_MI069M
About the Work
The Super Bowl is the biggest TV event of the year. People are watching to be entertained and have fun, so we use this moment to show Amazon's human side. As a business, Amazon are constantly coming up with new ideas to improve customers’ lives, it's what they do, but naturally some of those ideas work out better than others. Historically we’ve used the Super Bowl to expose that humility with humour that comes close to the bone – this year, through the fact that while Alexa is constantly improving, there is a limit to how far she should go. After all, if Alexa could go so far as to read your mind, it would cause all kinds of trouble...
2022 Awards
Total Points: 3
Merit
Credits
Agency
Lucky Generals / London
Client / Brand
Amazon / Seattle
Production Company
Hungry Man / Los Angeles
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