Is this goofy Amazon Alexa Super Bowl commercial hinting at something to come?

Some of the big-budget Super Bowl commercials are starting to appear ahead of Sunday’s game, including this 60-second offering from Amazon that, frankly, is a bit weird.

The premise is that Alexa, the voice of the Echo devices, loses her (its?) voice and a bunch of celebrities are drafted to take her place. And yes, that’s Amazon head Jeff Bezos making a cameo.

As you can see, the spot runs 90 seconds, which, at the purported rate being charged by CBS, will cost Amazon $15 million to run once. (Don’t worry. Jeff has that kind of money in his couch cushions.)

But let’s take a closer look at the ad. Amazon has filed patents for Alexa-enabled headphones. Is that what we’re seeing in the commercial? Or maybe Amazon is hinting that Alexa will soon have customizable voices? We’ll see.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 30+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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