Cannes-Do Festival Banner

Amazon takes steps to stop its Super Bowl ad driving Alexa loopy


By John McCarthy | Media editor

February 4, 2018 | 3 min read

Amazon's Super Bowl spot for the Amazon Echo sounds off the word Alexa 10 times, a quirk which could set off the public's devices at home.

However, the retail giant has prepared for this now, with South Park and Burger King in the past intentionally setting off voice interface devices.


Bezos at the Super Bowl

Amazon has said it has used acoustic fingerprinting to ensure that the 90 second ad does not set off the devices.

Company chief executive Jeff Bezos appears in the ad, apparently improvising a solution when the personal assistant loses its voice.

Engadget reports that the company uses a command filtering system that it recently patented.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

It can identify and ignore the ad. Furthermore, in instances where multiple devices across the network are set off by the same prompt, Amazon blocks it under the assumption it is another intrusive ad.


More from Advertising

View all


Industry insights

View all
Add your own content +