Amazon followed up its memorable "Baldwin Bowl" ad for its Alexa-powered Echo home assistant in Super Bowl 50 with a trio of Echo ads for Super Bowl LI. Rather than running the kind of gauzy ode to home life that Google brought to the game for its virtual assistant ("Coming Home"), Amazon and its in-house creative team kept these spots quick and to the point: It's easy to order things with Alexa.

(Of course it's easy to order things with Amazon, too -- just ask anybody who worked at a store that's out of business now -- but now you can do it for effect.)

"Finger Lick," about ordering Doritos, involved collaboration with Frito-Lay, which was otherwise sitting out the game for the first time in 10 years. "My Girl" is the sweetest of the three.

BRAND: Amazon

YEAR: 2017

AGENCY: internal

SUPERBOWL: LI

QUARTER AIRED: Q4