Amazon will take to the Super Bowl for the first time to tout the advantages of using “Alexa,” the personal Amazon Echo digital assistant it unveiled in 2014 – and appears to have enlisted actor Alec Baldwin and football great Dan Marino to help it achieve its goals.
A “teaser” released Wednesday shows Baldwin and Marino trying to plan a blowout Super Bowl party. The two agree that a “snack stadium” would help the shindig stand apart from the rest. “I’m going to need an architect, a five-star chef….” Baldwin muses as Marino takes notes.
A spokeswoman for a public-relations agency representing Amazon declined to specify when during Super Bowl 50 the ad would run or what advertising agency or agencies was involved in its creation.
Amazon is the latest member of a class of rookie Super Bowl sponsors that has decidedly more class and blue-chip reputation than those in past games. PayPal, SunTrust Banks Inc., Buick, LG and Pokemon are among the brands that will surface in the gridiron classic for the first time. They will join other companies including Anheuser Busch InBev; Nestle’s Butterfinger; BMW’s Mini; Colgate; Intuit; Honda; Hyundai; Acura; Mars Inc.’s Skittles and Snickers; PepsiCo’s Mtn Dew and Doritos; TurboTax; and WeatherTech in the event, which is slated to be broadcast on February 7 by CBS.
The network has been seeking anywhere from $4.5 million to more than $5 million for a 30-second berth in the game, according to media buyers and other executives familiar with negotiations.
Amazon’s ad effort is reminiscent of the spot from Apple that launched in 2012 and tapped celebrities including Samuel L. Jackson and Zooey Deschanel to hawk the value of Siri, the digital helper that comes packaged into many iPhone models. In those commercials, the celebrities ask Siri a about everything from the weather to help in finding organic mushrooms for a risotto.