Amazon’s new Super Bowl ad features a creepy mind-reading Alexa

Scarlett Johansson and Colin Jost surprised by Alexa’s response in Amazon’s 2022 Super Bowl ad | Image: Amazon

Amazon’s Super Bowl LVI ad features real-life celebrity couple Scarlett Johansson and Colin Jost, imagining how a mind-reading Alexa could wreck their relationship by revealing unfiltered thoughts to each other.

The ad starts at the couple’s home with Jost calling Johansson over to check out a cool smart home command for the big game. “Alexa, it’s game day,” Jost confidently calls out, and the home assistant turns on the TV with football playing on Amazon’s Prime video service, closes the blinds, and, to their surprise, specifically chills the rosé bottles in a smart wine cooler. “It’s like she can read your mind,” they say together.

This last action of cooling the bottles is based on a real feature of Alexa called Hunches, where Amazon...

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