Amazon Is Going To The Super Bowl

Would you believe that Amazon has never run an ad during the Super Bowl?

Well, it hasn’t — but that’s going to change this year.

As The Verge reported yesterday (Jan. 27), the eCommerce giant released a teaser for its first-ever Super Bowl ad, set to air during the Broncos-Panthers contest on Feb. 7.

The narrative of the commercial involves actor Alec Baldwin and former Miami Dolphins quarterback Dan Marino hanging out together in a mahogany-adorned living room (meant to be Baldwin’s? Or perhaps the gentlemen are suggested to be housemates?) and attempting to plan Baldwin’s Super Bowl party. Finding Marino’s suggestions ineffective, Baldwin turns to the real star of the commercial: the Amazon Echo — and Alexa, the name of the personal assistant’s AI.

Alexa is able to elaborate for Baldwin on Marino’s suggestion of a “snack stadium” (“a stadium built entirely of snacks”).

Emboldened by Alexa’s helpfulness, Baldwin is reenergized in creating a new list of necessary items (and staff) for his party, which he begins dictating to an equally enthusiastic Marino.

The superimposed text over the teaser’s closing image includes “#BaldwinBowl,” which indicates that Amazon is encouraging Super Bowl viewers to participate on social media in the story of Baldwin and Marino — and, of course, Alexa — putting together their party.