Amazon may appear to be trying to get its voice assistant Alexa into a dizzying array of gadgets these days, but what happens to devices that fail to make the cut? They make the tech giant’s Super Bowl LIII ad, it seems.
Back for another run at the big game, Amazon has once again turned to celebrity talent to interact with its ubiquitous AI assistant. Harrison Ford, Forest Whitaker, “Broad City” creators Ilana Glazer and Abbi Jacobson, and the astronaut twins Scott and Mark Kelly star this time around in the 90-second spot.
The ad opens with make-believe Amazon workers, in a company cafeteria, discussing the fact that Alexa is now in a microwave. (Oh, that thing.) One employee says to the other, “We’re putting Alexa in a lot of things now. But trust me … there are a lot of fails.”
Actor/director Whitaker is then seen trying to listen to a podcast through an Alexa-enabled toothbrush — while trying to brush his teeth. Ford scolds his small dog every time it barks because it’s ordering food through its Alexa-enabled collar. A hot tub goes all Las Vegas on Glazer and Jacobson, and the Kelly brothers flick Earth’s lights on and off from high above in space.
The ad was teased last week with four short video snippets, in which the celebs were said to be taking part in the “Amazon Beta Testing Program.” Last year, CEO Jeff Bezos made a cameo, when Alexa lost her voice. He’s nowhere to be seen in this year’s ad.
How it stacks up against the competition in the viral race ahead of Sunday’s Super Bowl remains to be seen. Budweiser is back with another cute dog and those big horses. Stella Artois has brought back The Dude and Carrie Bradshaw. And T-Mobile CEO John Legere has already promised an ad is coming.