| Title | Cowboy |
| Agency | Droga5 |
| Campaign | Cowboy |
| Advertiser | Amazon |
| Brand | Amazon Alexa |
| Date of First Broadcast/Publication | 2022 / 2 |
| Business Sector | Other Online Services |
| Story | Preceded by Ironing, Opera, Pompeii and most recently Prom, this latest outing for Alexa sees us go back in time to the Wild West. The film opens outside a saloon in a typical town where we see two cowboys facing off. The rising tension is palpable as they exchange words, hands poised at their sides, before a voice suddenly interjects. A lady, dressed in modern attire and lounging on a sofa, has appeared in the middle of the town. She’s hard of hearing and asks them to give her a hand. Cue the cowboys holding up painted boards, subtitling the scene, including a comedy exchange debating the accuracy of a music-related description. As we cut back to reality, we reveal the woman watching the Western at home on her sofa as subtitles appear across the bottom of her TV. As with the previous spot, Prom (also shot by Lance Acord where a couple in their 70s use Alexa to spark a memory through the power of music), this campaign aims to highlight how Alexa, regardless of who you are, your age or ability, helps you make a difference in your life. |
| Media Type | Television |
| Length | |
| Editing Company | Trim Editing |
| Talent/Actors | Monte Bell |
| Talent/Actors | Ginger Jacoby |
| Global Chief Creative Officer | Simon Morris |
| Production Company | Park Pictures |
| Chief Creative Officer | David Kolbusz |
| Executive Creative Director | Shelley Smoler |
| Creative Team | Ethan Bennett |
| Creative Team | Liam Crerar |
| Managing Director | Heather Cuss |
| Account Director | Max Levine |
| Account Manager | Rob Henderson |
| Chief Strategy Officer | Damien Le Castrec |
| Head of Production | Chris Watling |
| Head of Production | Peter Montgomery |
| Agency Producer | Josh Sanders |
| Assistant Agency Producer | Manon Rees. |
| Production Company | Park Pictures |
| Director | Lance Acord |
| Executive Producer | Stephen Brierley |
| Production Company Producer | Caroline Kousidonis |
| Director of Photography (DOP) | Lance Acord |
| Editor | Paul Hardcastle |
| Assistant Editor | Ben Elkaim |
| Production Company Producer | Noreen Khan |
| Post Production | Time Based Arts, London |
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