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Amazon shows how its virtual assistant Alexa can help people who are blind or partially sighted.

An ad by Joint London follows a woman as she wakes up, makes herself coffee and prepares to head outside, asking Alexa what time it is and about the weather. It is then revealed to viewers that she is blind. The endframe references a partnership between RNIB and Amazon. This covers training support for RNIB staff on the latest Amazon devices or Alexa features that may benefit the visually impaired. The spot was developed with support from the Royal National Institute of Blind People and was directed by Frédéric Planchon through Academy.