Updated: Amazon uses first Super Bowl spot to push Alexa

Alec Baldwin and Dan Marino plan the ultimate big game bash with the help of virtual assistant

Alec Baldwin gets help planning his Super Bowl party from Alexa, the cloud-based voice service on his Amazon Echo device, during the e-commerice giant’s first ever Super Bowl ad, set to air during the big game February 7.

The 30-second preview features Baldwin and NFL legend Dan Marino figuring out ways to make their gameday bash huge. Alexa answers questions from Baldwin about the definition of "snack stadium," inspiring the actor to go all out on the menu. The commercial was made by Leo Burnett Toronto. 

"Echo has had an amazing reception from customers over the past year — they love it," said Neil Lindsay, VP, Amazon Devices. "We thought the Super Bowl was a great chance to tell even more people about what Echo and Alexa can do, and have some fun while doing it."

The black cylindrical Echo, which was released in November 2014, plays music through streaming apps such as Pandora and iHeartRadio, and can even control lights and switches through smart home devices including Samsung SmartThings, Philips Hue and WeMo.

Alexa now has the capability to give game fans predictions on which teams will win during the NFL postseason, including Super Bowl 50. It was already able to announce game scores, both live during the game and after.

UPDATE: Amazon released two more teaser clips for its Super Bowl ad, in which Baldwin pokes fun of last year's "Deflategate" controversy while criticizing poorly baked cheesy football pastries made for his upcoming big game party. Baldwin turns to Alexa and tells it to order Pecorino cheese for the the pastries, which will be offered to guests at the actor's Super Bowl party, called the #BaldwinBowl.  

In Amazon’s final commercial preview, which debuted online Monday, Baldwin tells Alexa to turn on the lights in his living room, where the full-sized "snack stadium" is revealed to Marino.

Amazon announced that rapper Missy Elliott, who took part of the Super Bowl 49 halftime show with Katy Perry, will join Baldwin and Marino in the company's official spot.


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