Alexa helped Amazon make its Super Bowl commercial debut on Sunday.
The Seattle company aired its first-ever Super Bowl ad that touted the Amazon Echo smart speaker and the built-in Alexa voice-enabled virtual assistant.
The 60-second spot features actor Alec Baldwin hosting a party with fellow celebrities like NFL Hall of Fame quarterback Dan Marino, Grammy award-winning rapper Missy Elliot, and actor Jason Schwartzman. Baldwin uses his voice-controlled Echo to quickly stop the music, turn on the lights, and ask Alexa to answer questions like, “how many championships has Dan Marino won?” (Hint: zero).
Marino, meanwhile, jabs back at Baldwin and asks Alexa: “How many Oscars awards has Baldwin won? (Hint: zero).
“Well played, Marino,” Baldwin tells Marino.
The spot ends with Missy Elliot asking Alexa to “release” her never-before heard song, “Pep Rally,” and start an impromptu dance party.
UPDATE: Amazon released a second commercial at the end of the game where Alec Baldwin and Jason Schwartzman consult Alexa for news reports about the adventurous evening they had after the game.
The robotic voice of Alexa also took to twitter to congratulate the Super Bowl winners.
A 30-second Super Bowl ad sold for around $5 million this year.
The decision to feature Alexa and Echo in the company’s first Super Bowl ad is another sign of the focus that Amazon has been putting on its smart speaker and virtual assistant. Amazon has been steadily adding features to Alexa, and a recent report said it’s working on a portable version of the Echo — a possible first step toward another foray into the smartphone market for the company.
Heavy notes that you can ask your own Echo the same questions that Marino and Baldwin recite during the commercial for some “silly answers.”
Amazon separately released other ads starring Baldwin below: