Cardi B gave non-football fans the best reason to tune in for the Super Bowl on Sunday: the instantly iconic "Bartier Cardi" rapper shared a sneak peek of an Amazon ad that will air during the game and it's washpoppin'.
Amazon has announced a new feature to its virtual assistant, Alexa, that will carry your messages to more devices, but not to all of them.
The 90-second spot continues by including the teaser, where a woman at home asks Alexa for the weather, but Alexa coughs and dries up. The voice starts to explain that it's 60 degrees in Austin before coughing - an act considered so unthinkable that it's reported as a television breaking news story within the advertisement.
"You sure this is gonna work?"the billionaire replies". The Super Bowl 2018 will have several long commercials.
Alexa has appeared in a Super Bowl ad before, in 2016 with Alec Baldwin and Missy Elliott.
Approach your Echo device, which should be powered on and connected to your local Wi-Fi, and say, "Send an SMS to [contact name]".
Apple's soon-to-be-released HomePod smart speaker can also send text messages. Following on from a strong Christmas campaign, the agency has risen to the Super Bowl challenge with an ad that has plenty of warmth and humour but zero schmaltz.
Lucky Generals ECD and co-founder Danny Brooke-Taylor says: "The Super Bowl is advertising's noisiest day of the year, so it takes a fearless client to lose its most iconic voice".