While the Carolina Panthers and Denver Broncos prepare to face off at Super Bowl 50, e-commerce giant Amazon is readying for a game-day push of its own. The retailer—the world’s largest by market value—is airing its first-ever Super Bowl commercial during the game on Feb. 7 on CBS.
In a teaser released by the company today (Jan. 27), actor Alec Baldwin and football legend Dan Marino brainstorm ideas for what promises to be an epic Super Bowl bash complete with snacks, cheerleaders, and a five-star chef. But the Amazon Echo steals the show, as Alexa, the system’s artificial-intelligence personal assistant, jumpstarts planning for the shindig.
So far, Amazon is the only retailer that has announced plans to advertise in this year’s game. But it isn’t the only freshman Super Bowl advertiser buying national airtime. At least 10 other brands including LG, PayPal, Pokemon, SoFi, and outdoor apparel brand Marmot signed up for inaugural game-day spots for the hefty price of $5 million for 30 seconds of airtime. And that doesn’t account for production costs.
Amazon, which celebrated its 20th birthday last year, did not immediately respond to Quartz’s request for comment on what motivated it to join the game-day festivities this year.
The company also did not reveal additional creative details, the length of the ad, or when it would run during the game.