THE BRIEF

(Amazon Alexa, BMW campaign)

To showcase the BMW X3's onboard Alexa,

THE RESULT

I settled on a simple exchange in which Alexa recognizes a tongue-in-cheek question and replies with a playful yet understated response.

DRIVER: “Alexa, can you pause time?”

ALEXA: “Let’s just enjoy the moment.”

This worldwide spot required coordination with global team members and has generated hundreds of thousands of customer utterances.