Harrison Ford, Forest Whitaker, Ilana Glazer, Abbi Jacobson and the Kelly Brothers appear in Amazon’s 2019 Super Bowl LIII spot.
A bark-to-order dog collar? Amazon shows celebrities to test virtual assistant Alexa and put the device in many more stuff to show America some of them that didn’t make the cut. Because if you have a dog, it’s never easy to understand what he wants.
The teaser introduced the Amazon Beta Testing Program, in which a few celebs got to test new Alexa technologies. Now, we finally know what was in the briefcases opened by Harrison Ford, Forest Whitaker, Abbi Jacobson, Ilana Glazer and Mark and Scott Kelly—including a toothbrush, dog collar and hot tub and why they didn’t make it.
The 90-second ad will air during the second half of the game. Amazon’s internal creative agency D1 and Lucky Generals have teamed up for the project and the thing is, Queen’s “Don’t Stop Me Now” plays in the background because the Bohemian Rhapsody effect is still not over.
Amazon aired an ad where Alexa loses her voice and is replaced by celebrities like Cardi B, Gordon Ramsey, Rebel Wilson and Sir Anthony Hopkins last year. The spot also included a cameo from Amazon CEO, Jeff Bezos.
This is company’s fourth consecutive year for promoting Alexa and Echo. During Super Bowl 50, in 2016, repeatedly Amazon rolled out an ad promoting Alexa starring Alec Baldwin.