Jeff Bezos Seems a Bit Worried in Amazon's Super Bowl Teaser

Amazon is returning to the Super Bowl with a new 90-second spot for Alexa in the fourth quarter of the game, a company rep said Friday. The ad is being handled by Lucky Generals and Amazon's internal creative agency, D1.

In a teaser featuring CEO Jeff Bezos, Alexa has lost her voice.

Amazon aired three 10-second ads for Alexa in last year's game, including one that involved a collaboration with Frito-Lay ("Finger-Lick"). They went up against Google's commercial for its own voice assistant, Home ("Coming Home").

Amazon made its Super Bowl debut in 2016, promoting Alexa with a spot starring Alec Baldwin.