# Time-Traveling Voice Assistant Ads The Amazon Super Bowl Commercial Depicts Life Before Alexa By Laura McQuarrie | Published 2020-01-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/amazon-super-bowl References: [marketingdive](https://www.marketingdive.com/news/super-bowl-LIV-2020-ad-tracker/568839/) & [amazon](https://www.amazon.com/b?node=20931420011&tag=trenhunt0f-20) After hinting at its Super Bowl spot with two teasers and the #BeforeAlexa hashtag, [Amazon](https://www.trendhunter.com/trends/alexa-in-a-pear-tree) has officially released its full 90-second [Amazon Super Bowl ad](https://www.trendhunter.com/trends/doja-cat-2). The commercial stars celebrity couple Ellen DeGeneres and Portia de Rossi, who ponder what life was like before there was [Amazon Alexa](https://www.trendhunter.com/trends/amazon-alexa-plus) to answer questions and automate tasks in the home. In the ad, viewers see people with variations on the name Alexa attempting to perform various tasks. In one scene, a maid named Alexa is asked to cool the temperature of the room and responds by chucking a fiery log out the window. In another, a lady in a tower attempts to send a message to a price via a bird that is quickly snatched by a larger bird and then a dragon. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 67% | Activity: 39% | Freshness: 9% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Time-traveling Ads:** Using nostalgia as a marketing tool to create emotional impact and promote brand awareness. - **Voice Assistant Technology:** Developing AI-powered personal assistants that can automate tasks and improve daily life. - **Celebrity Endorsements:** Partnering with a well-known public figure to increase brand visibility and credibility. ### Who This Affects Most - **Advertising:** Using creative and engaging ads to connect with consumers and increase brand awareness. - **AI Technology:** Creating innovative voice assistant technology that improves daily life and home automation. - **Entertainment:** Elevating commercials with celebrity endorsements and creative storytelling to make an impact and generate buzz. ## Related on Trend Hunter - [Humorous AI-Forward Spots](https://www.trendhunter.com/trends/act-like-you-know.md) - [Suspenseful Big Game Ads](https://www.trendhunter.com/trends/squarespace-2026-super-bowl.md) - [Smart Holiday Windows](https://www.trendhunter.com/trends/alexa-in-a-pear-tree.md) - [Dystopian AI Ads](https://www.trendhunter.com/trends/anthropic-super-bowl.md) - [Comedic E-Commerce Brand Spots](https://www.trendhunter.com/trends/instacart-unveiled-a-teaser.md) - [United Mascot Commercials](https://www.trendhunter.com/trends/instacart-super-bowl.md) - [Cookie-Twisting Commercials](https://www.trendhunter.com/trends/oreo-super-bowl-2024.md) - [AI-Enhanced Y2K Ads](https://www.trendhunter.com/trends/starwash-by-carls-jr.md) - [AI-Generated Kettle Ads](https://www.trendhunter.com/trends/a-moment-of-me-time.md)