One of the reasons Alexa is so useful is that she is now being added to a host of everyday products. We wanted to celebrate this fact.

At Amazon we always try to find a better way, but we also know that sometimes it takes a few wrong turns to get to the ideas that really work. So we decided to have some fun with the idea that not every new Alexa product had been an immediate smash hit.

Our Super Bowl spot featured celebrity beta testers trying out new Alexa products with disastrous results. Showcasing these imaginary failures allowed us to point out our usefulness of our real products in a humble and famous way.