Amazon Spoofs Alexa in Super Bowl Ad Showing Apps That Didn't Make the Cut

Amazon landed on “best of” lists Monday after it revealed its sense of humor in an Alexa Super Bowl ad. The tech giant spoofed its voice control application "fails" in a commercial called “Not everything makes the cut.” After it conveyed the true message that there are now Alexa-controlled microwave ovens, Amazon winked, showing voice control gone wrong: an actor requests a podcast from an electric toothbrush only to have the sound muffled inside the mouth; actor Harrison Ford is outplayed in a scene where his dog orders a palette of dog food by barking, repeatedly, at Alexa; a voice-activated hot tub scene recreates an event resembling the over-the-top audio and water experience of the Bellagio Hotel in Las Vegas; and astronauts Mark and Scott Kelly are shown powering the Earth’s electrical grids off and on from the International Space Station using voice commands, an episode referred to as “the incident.”