Amazon - Alexa Loses Her Voice

February 04, 2018 | 1:30

When Amazon's Alexa loses her (its?) voice, Gordon Ramsay, Cardi B, Rebel Wilson and Sir Anthony Hopkins try to fill her (its) place.

That's the premise of this Amazon commercial from Super Bowl LII. In this world, when you ask for music, Cardi B only plays her "Bodak Yellow." Don't try asking Ramsay for a grilled cheese recipe.

The spot, which air in the fourth quarter, also includes a cameo from CEO Jeff Bezos.

The ad was created by Lucky Generals and Amazon's internal creative agency, D1.

The lenghty 90-second spot followed three 10-second ads for Alexa in the 2017 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"). Google did not come back for 2018. 

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

Send credit info to [email protected].
  • BrandAmazon
  • Year2018
  • AgencyLucky Generals, D1
  • Superbowl #LII
  • Quarter airedQ4