“Sounds like Alexa might have lost her voice, but who could possibly replace her?” So goes the teaser for Amazon’s Big Game commercial, with its Super Bowl LII ad getting its own “Coming Soon” teaser.
FUN FACT: Amazonians kicked more than 700 field goals at @CenturyLink_Fld during our post-holiday party. pic.twitter.com/kJSYGAxAAC
— Amazon News (@amazonnews) January 28, 2018
Amazon’s Super Bowl ad debut, in 2016, pitched the still-unproven voice recognition skills of Echo with #BaldwinBowl starring Alec Baldwin. The biggest star of its 2018 Super Bowl campaign, so far, is company founder and CEO Jeff Bezos—and the move to cut the price on Fire TV.
The premise sets up possible celebrity substitute for Alexa after the AI assistant goes unexpectedly mute:
Here’s a look back at Amazon’s Super Bowl campaign in 2016, which introduced Alexa to many viewers:
…while the 2017 Super Bowl campaign advanced the narrative with “Alexa Moments,” including a shout-out to Uber and Pizza Hut:
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