Amazon teases first ever Super Bowl ad by promoting its virtual assistant Echo device

Amazon has turned to Hollywood actor Alec Baldwin and its virtual assistant device Echo for a teaser ahead of the launch of its first ever ad during a Super Bowl.

The teaser shines a light on Amazon’s consumer device Echo, which is a voice-activated,  personal assistant that connects to the cloud to give instant information or play songs at the request of a user.

In the creative, Baldwin quizzes former Miami Dolphins quarterback Dan on ideas for a Super Bowl party, with the Echo, which responds to the name Alexa, suggesting: “A stadium built entirely of snacks”.

Baldwin’s subsequent calls for an architect and a five-star chef should mean we get to see the fictional “Snack Stadium” come 7 February.

Since its November 2014 debut in the US, the Echo has been a surprising success for Amazon. It was one of the most popular items ordered through Amazon’s Prime Now delivery service on Christmas Eve in 2015, while it accounted for 25.9% of all speaker sales in 2015.

The device, which currently has a 4.5 star rating on Amazon’s US website based on more than 30,000 customer reviews, could also soon see a sequel.

According to a recent report by the Wall Street Journal, Amazon is readying a new smaller Echo device, which is internally being called “Fox”. It will be smaller in size and offered at a more budget price than the current $180 model.

It is still unclear whether Amazon plans to release Echo into the UK market.

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