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Not Everything Makes the Cut

Industry: Retail & Distribution
Media:TV & Cinema
Style: Minimalism
Write a short summary of what happens in the film

As the film opens two Amazon employees are marvelling at the company’s new Alexa-enabled microwave. One of the employee turns to the other and confides a secret. She says ‘yeah, we’re putting her in a lots stuff now, but trust me, there are a lot of fails….’

We then see a series of celebrity ‘beta testers’ trying out these failed Alexa products with hilarious results. Forest Whitaker uses an unintelligible Alexa toothbrush, Harrison Ford chases his dog around the house as it orders treats from an Alexa dog collar, Ilana Glazer and Abbi Jacobson are forcibly expelled from an Alexa hot tub and NASA astronauts Mark and Scott Kelly accidently turn off America’s power supply with their Alexa enabled space station.

The ad ends with the line ‘Not everything makes the cut’ and the Amazon smile.

Cultural/Context information for the jury

Ilana Glazer and Abbi Jacobson are the writers and stars of the Comedy Central series ‘Broad City’.

Mark and Scott Kelly are twin brother NASA Astronauts famous for the time they’ve spent on the International Space Station.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

The scale of this commercial - whether that's the hot tub stunt, space station, or array of celebrity 'beta-testers' - is fitting for the biggest American sporting event, Super Bowl.

The mix of celebrities appeal to the wide-ranging US audience tuning in to watch the game.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Film
Single-market Campaign
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