The tech and retail giant has just released a sneak peek of its first Super Bowl ad ever. It’s a zany commercial featuring Amazon’s Echo device, a cylindrical computing assistant that doubles as a speaker.
The Seattle Seahawks didn’t make it this time, but another hometown team will show up at the Super Bowl 50: Amazon.com.
The tech and retail giant has just released a sneak peek of its first-ever ad on the Super Bowl, which airs Feb. 7 on CBS. It’s a zany commercial for Amazon’s Echo device, a cylindrical computing assistant that doubles as a speaker.
The commercial features actor Alec Baldwin and retired Miami Dolphins quarterback Dan Marino brainstorming about how to throw a great Super Bowl party. But they’re not very inspired: Marino seems to think only of cheerleaders and snacks.
When Marino suggests “cheerleaders,” Baldwin retorts. “Cheerleaders? Marino, again? I thought you were the expert at these parties.”
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“OK, what about a snack stadium?” Marino asks.
Enter Alexa, the cloud-powered artificial intelligence voice service in Echo that can provide information about the weather, tell jokes, and order things from Amazon’s website, among other things.
When Baldwin asks Alexa what’s a snack stadium, she coolly replies: “A stadium built entirely of snacks.” Which makes Baldwin’s day. “Brilliant. Marino, new list: I’m going to need an architect, a five-star chef. … ”
The tech and retail giant has not been a heavy television advertiser, so the Super Bowl ad means it’s stepping up its game.
A public relations agency representing Amazon didn’t provide further details about the expense or the strategy behind the ad, except to say there’s more to come.
A 30-second spot on this year’s Super Bowl sells for $5 million, CBS CEO Leslie Moonves said in an earnings call last summer.
Amazon’s PR agency did provide a statement by Neil Lindsay, vice president of Amazon Devices: “We thought the Super Bowl was a great chance to tell even more people about what Echo and Alexa can do, and have some fun while doing it.”
TV ad metrics website iSpot.tv ranks the company as No. 60 in spending in the past 30 days, compared with all other advertisers.