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Amazon Wins Best Super Bowl Commercial of 2018

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Amazon’s “Alexa Loses Her Voice” commercial has been dubbed the best of the Super Bowl 2018 advertisements. Amazon, in recent years, has emerged as a major player in the entertainment industry. Beyond all of the e-commerce the company has been doing since its inception, the Amazon Prime streaming service has created award-winning shows like Transparent, while each of the last two years Amazon has offered a top-flight awards season slate. The company’s huge amount of capital means they can invest heavily in all sorts of projects, including the upcoming Lord of the Rings TV series.

On Sunday night, during Super Bowl LII, Amazon once again went head to head with more established movie industry players, and a lot of other industries too, in the realm of Super Bowl commercials. And while it's not known if Amazon will ever come out on top in terms of ratings, subscriptions or Oscars, it’s beaten its competitors by one key measure.

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The USA Today Ad Meter, the newspaper’s annual survey of the most popular Super Bowl commercials, named Amazon’s “Alexa Loses Her Voice” commercial the top Super Bowl spot of the year. The ad, which aired during the fourth quarter, edged out “Touchdown Celebrations to Come”, an ad produced by the NFL itself and featuring New York Giants players Eli Manning and Odell Beckham, Jr., re-enacting the dance rehearsal scenes from Dirty Dancing.

The 90-second Amazon spot, which aired during the fourth quarter of the Philadelphia Eagles' victory over the New England Patriots, had a funny conceit: Alexa, the company’s digital assistant, has “lost her voice.” So Amazon CEO Jeff Bezos has to enlist a temporary replacement voice, with such contenders as Rebel Wilson, Gordon Ramsey, Cardi B, and Anthony Hopkins. The ad had been viewed more than 26 million times on YouTube as of Monday morning:

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It may or may not bode well for Amazon’s movie aspirations that no full-on commercials for movies even cracked the Top 25 on the USA Today list. The TV spot for Solo: A Star Wars Story came in 26th, although Jeep’s Jurassic Park tie-in came in 15th, and Tourism Australia’s spot featuring a faux Crocodile Dundee reboot was ranked 13th. And of course, many ads, including Amazon’s, featured movie stars.

The Amazon ad was quite good, but the Dirty Dancing commercial was arguably more deserving of top honors. And why such a low ranking (#22) for Dodge RAM’s hilarious “Icelandic Vikings”? It was uncommonly witty, and unlike the other RAM commercial of the evening, it didn’t include the incongruous use of a Martin Luther King speech.

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MORE: The Best Super Bowl Commercials of 2018 

Source: USA Today

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