Here Is Amazon’s Star-Studded Super Bowl Ad, Destined to Be One of Sunday’s Favorites

In which various celebs fill in, badly, for Alexa

After Alexa loses her voice, things get peculiar for Echo users. Amazon
Headshot of Tim Nudd

Amazon on Wednesday rolled out its full Super Bowl spot, and the marketer clearly went all in—buying 90 seconds of airtime and roping in numerous celebrities for what has turned out to be one of the more entertaining spots released so far.

As hinted at in the teaser, the plot involves Alexa—the voice assistant on Amazon’s Echo products—losing her voice. But never fear. Some well-known voices are happy to fill in for her.

Without further spoilers, check out the spot here:

The celeb roster here is fun: Cardi B, Gordon Ramsey, Rebel Wilson and Sir Anthony Hopkins certainly make for an unexpected series of gags, all of which are paid off pretty well. Jeff Bezos is clearly no actor, but we get why he makes an appearance, too.

The spot was produced by creative shop Lucky Generals (which has done some very nice work for Amazon recently, including last year’s holiday spot) along with Amazon’s internal creative team, D1. It will air in the fourth quarter of Sunday’s Super Bowl telecast on NBC.

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: January 31, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT