Amazon Fire TV is promoting how easy it is to get viewers hooked on Netflix shows such as “The Witcher” in a new TV commercial that depicts a woman morphing into a superfan of the high fantasy series.

Today, Fire TV dropped the spot, titled “Barbara of Rivia,” and like the swing of a double-sided ax in “The Witcher,” this commercial hits from a few angles. It serves to promote Amazon’s new Fire TV set and Alexa voice-assisted controls, and it markets Netflix. “The Witcher,” Netflix’s fantasy series starring Henry Cavill, returns for season two in December.

The 30-second commercial begins with a woman knitting comfortably at home, slowly revealing she is a hardcore live-action role-playing fan of “The Witcher,” thanks to the new voice-command on Fire TV that selects random shows when asked to “play something on Netflix.”

“It started when we got Fire TV, I asked Alexa to play something on Netflix, and ‘The Witcher’ popped up,” Barbara of Rivia says at the beginning of the ad. “I discovered a side of myself I didn’t know I had.” The commercial goes on to show how big a fan Barbara became, as she is shown putting in light blue contact lenses to match the show's main character Geralt of Rivia.

The commercial was created in collaboration with Mischief @ No Fixed Address, according to an Amazon spokesperson. It is set to run on Fox and NBC, starting during tonight's “Late Night with Seth Meyers,” and will air during NFL games, as well as other placements within Fire TV settings, according to the spokesperson.

Amazon wants to own the living room through Fire TV connections and Alexa-powered services. Netflix is one of the apps that has integrated most deeply with Alexa even though Amazon Prime competes in the same video streaming space.

“Over the past 12 months, we’ve seen that Fire TV customers that used voice watched content almost twice as much as those who didn't,” said Charlotte Maines, director of Fire TV, in an e-mail statement to Ad Age. “With Fire TV and Netflix’s ‘Play Something’ we can quickly help customers find the TV show or movie that’s right for them.”

Netflix, meanwhile, is trying to keep people watching on its own app, and has its own ways to push more content to people who are not always sure what to watch. Netflix introduced its “play something” generator into its app this year, and now it's also accessible through this Alexa voice-powered integration.

“Deciding what to watch isn’t easy when you have a lot of great options to choose from,” Magno Herran, director of marketing partnerships at Netflix, said in an email. “So we are excited to partner with Fire TV to bring the Alexa voice technology to the Netflix Play Something feature. Now you can instantly discover a show or film we know you’ll love based on what you’ve watched before.”

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The streaming video space is becoming ever more complex with competing apps and services including Disney+, Paramount+, HBO Max, Hulu and Apple TV+. Amazon has been trying to make it easier for streaming apps to promote their programs on its Fire TV and Prime Video services, while also making it easier for viewers to discover what to watch.

In September Amazon released its first Fire TV Omni Series sets, which have its proprietary streaming software built into the hardware. Amazon also has partnerships with TV manufacturers that use Fire TV software and sells Fire TV sticks. Amazon has said that more than 50 million viewers stream through Fire TV devices every month.