Amazon Alexa Helps a Determined Daughter and Proud Mother in Latest Spot

Creative agency Joint has released a new advert, entitled 'Practice Hours', to coincide with the Women's World Cup for Amazon Alexa.

After the frustrated young daughter loses her football match, she locks herself away in her bedroom. The morning after, she gets up early to practice, waking her mum up in the process. Instead of getting annoyed, the proud mum uses Alexa to encourage her daughter’s efforts. The work was directed by Jake Scott through RSA. It will run across the UK, US, Canada, Germany, France, Italy, Spain and Austria, and will air throughout the tournament.