Amazon Unveils Alexa Fails In Super Bowl Spot

Amazon just released the full 90-second version of this year’s star-spangled Super Bowl ad for Alexa, spoofing the many things that can go wrong as its staff looks for new devices to use Alexa.

Called “Not everything makes the cut,” the ad enlists the like of Harrison Ford, Forest Whitaker and U.S. astronauts Mark and Scott Kelly, illustrating a handful of Alexa-enabled devices that have been big-time fails. They include a vicious musical hot tub, an audio electric toothbrush -- and, in the case of the hapless Ford, a dog collar that speaks dog, allowing a Boston terrier to stock up on unauthorized orders of gravy, sausage and kibble.

A spokesperson for the Seattle-based e-tailer says the ad was created by Amazon’s internal team, with help from Lucky Generals, and that it’s scheduled to air in the second half of the game.



The company is hoping to build social buzz, encouraging people to #AskAlexa about the Amazon Beta Testing Program.

It’s also airing a second spot, a trailer for Amazon Prime Original "Hanna," a new teen spy thriller, revealing that the first episode is scheduled to be available for viewing right after the big game.

Last year’s spot, also 90 seconds long, featured celebrities like actors Anthony Hopkins, Rebel Wilson and rapper Cardi B, subbing for Alexa when she loses her voice. It also ran a trailer for its “Tom Clancy's Jack Ryan” Amazon Prime Original.

Amazon is scheduled to release its fourth-quarter earnings this week, which will include results from the holiday selling period.

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