Additional credits: HungryMan
The Super Bowl is the biggest TV event of the year. People are watching to be entertained and have fun, so we use this moment to show Amazon's human side. As a business, Amazon are constantly coming up with new ideas to improve customers’ lives, it's what they do, but naturally some of those ideas work out better than others. Historically we’ve used the Super Bowl to expose that humility with humour that comes close to the bone – this year, through the fact that while Alexa is constantly improving, there is a limit to how far she should go. After all, if Alexa could go so far as to read your mind, it would cause all kinds of trouble...