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Super Bowl LIV: Amazon Releases Campaign, Imagining What Life was Like #BeforeAlexa

MIAMI, FLORIDA – Amazon’s newest commercial for the Superbowl, takes us to the time #BeforeAlexa. The 90-second spot created by Droga5 London, features Ellen DeGeneres, with her wife, Portia de Rossi, posing the question “What do you think people did before Alexa?”, this leads to a historical montage with actual humans, with almost the same name as Alexa, responding to questions, and commands.


From a maid named Alessa, who was asked to take the temperature down, to a court jester named Alexi tasked to tell a joke that happens to be played by actor Jamie Demetriou best known for his role as Bus Rodent on the lauded Amazon series Fleabag, then a 1970s Richard Nixon also came to play, asking his secretary, Alicia, to remind him to delete his tapes.


The ad also poked fun on fake news, when a man asked a newspaper boy named, Alex, to rely to him the news, when the boy replied, “It doesn’t matter. They’re all fake!”.

It ends with Ellen and Portia, inside their car, where Ellen commands Alexa to play her favorite song, which turns out to be Usher’s 2004 hit “Yeah!”.

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