Amazon’s Super Bowl Ad Proves Alexa Can’t Do Everything

Amazon’s Alexa has become near ubiquitous — but even the e-tailer itself is willing to admit that Alexa can’t do everything.

The brand’s big Super Bowl commercial got some star power from Harrison Ford, Forest Whitaker and the “Broad City” stars Ilana Glazer and Abbi Jacobson, with Queen’s “Don’t Stop Me Now” serving as the backing track.

In the spot, Ford keeps ordering food for his dog using its Alexa-enabled collar, Whitaker has a toothbrush that keeps playing podcasts and Glazer and Jacobson get thrust out of a hot tub that turns into a fountain.

Meanwhile, Alexa keeps turning lights on and off, in a glitch that NASA astronauts Mark and Scott Kelly attempt to address.

While many Super Bowl commercials run just 30 seconds, Amazon paid for a 90-second spot, giving it more time to wow the audience.

Amazon ran its first Super Bowl spot in 2016 and has been a major player at the awards show since.

In addition to its ad for Alexa, the e-commerce giant also has an ad for its new Prime show, “Hanna.”

The titular character in the series is a teenager raised in the wilderness who aims to evade the grasp of a CIA agent. Esme Creed-Miles stars in the lead role in “Hanna,” which is now available to view on Netflix Prime.

Want more?

Tony Romo Slips on Skechers for New Super Bowl Commercial

Sarah Jessica Parker Revives Carrie Bradshaw in Epic Stella Artois Super Bowl Ad

Serena Williams’ Bumble Super Bowl Ad Urges Women to Make the First Move

imbox Sponsored

Customer Experience, Revenue Stream and Sustainability Come Wrapped in an IMBOX

Sustainable, footwear protection technology company, IMBOX Protection, is bringing its in-store service to the U.S. market for increased foot traffic and basket size with a new revenue stream.
Learn More

Access exclusive content