Practice Hours

Agency Network: 
June 2019


To coincide with the Women’s World Cup, a determined daughter and a proud mother share a moment in the newest spot 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.

Film advertisement created by Joint, United Kingdom for Amazon, within the category: Retail Services.

Advertising Agency: Joint, London, UK
Production Company: RSA
Director: Jake Scott
Sound design: Factory
Post-Production: The Mill
Editor: Struan Clay / Final Cut
Music composition: Cord
Media Agency: Rufus/Initiative
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