Amazon’s ad for the Super Bowl features the company’s Alexa-powered speakers with a cast of the rich and famous including Amazon’s CEO Jeff Bezos. Other celebrities making an appearance in the ad include Rebel Wilson, Cardi B, Gordon Ramsay and Anthony Hopkins.
Amazon Echos in consumers’ homes did not wake up at the mention of the word “Alexa” which was voiced 10 times in the 90 second spot. The speakers are customized to differentiate commands from users and those from other sources. According to an Amazon spokeswoman, Alexa ads are modified to prevent Echo devices from erroneously reacting at the utterance.