Amazon.com Inc. wants to show off Echo, its voice-activated digital assistant device, to the 100 million-plus viewers of Super Bowl 50, and it has hired actor Alec Baldwin and retired NFL quarterback Dan Marino to make the introduction.
North America’s largest e-retailer released a 30-second teaser video today, featuring the manly duo brainstorming their Super Bowl party plan with Echo. The ad that airs Feb. 7 will be Amazon’s first Super Bowl ad. Amazon did not immediately respond to an inquiry about when the ad will air during the game or how long it will be. CBS is charging $5 million for a 30-second ad spot during the game.
A handful of other e-commerce players also are taking positions in the Super Bowl ad field. First-time Super Bowl advertiser PayPal Inc. will air a 45-second spot during the first quarter. The ad kicks off PayPal’s first major branding campaign following its split with eBay Inc. last year. The ad is still under wraps, but Greg Fisher, vice president of global brand marketing for PayPal, says it is intended to “start a larger conversation about the future of money.”
Also advertising during the big game are WeatherTech.com, the manufacturer and e-retailer of automotive accessories, and outdoor apparel brand manufacturer and e-retailer Marmot Mountain LLC.