A few months after Amazon brought Alexa to a clock, microwave and plug, it is using its 2019 Super Bowl spot to show America some of the devices that didn’t make the cut.
The 90-second ad will air during the second half of the game. Lucky Generals and Amazon’s internal creative team were responsible for the ad.
The teaser introduced the Amazon Beta Testing Program, in which a few lucky celebrities got to test new Alexa technologies. And now we finally know what was in the briefcases opened by Harrison Ford, Forest Whitaker, Abbi Jacobson, Ilana Glazer and Mark and Scott Kelly—including a toothbrush, dog collar and hot tub—and why they didn’t work.
It’s humorous—and self-aware—and marks the fourth consecutive year Echo and Alexa have starred in Amazon’s Super Bowl ad. The tradition began with Alec Baldwin’s #BaldwinBowl in 2016 and continued last year with stars like Cardi B, Gordon Ramsey and Rebel Wilson as Alexa replacements.