This yr’s Tremendous Bowl has supplied an attention-grabbing choice to this point, with new advertisers aplenty – a few of whose merchandise are a contact mystifying to these of us who nonetheless inhabit planet earth.

However even probably the most earthbound now know Alexa (even when she will get reduce off frequently in my kitchen due to flaky broadband.)

UK company Fortunate Generals (now a part of the TBWA empire) has been on Amazon’s case for a couple of years now however this Tremendous Bowl effort, with Scarlett Johansson and present hubby Saturday Evening Dwell’s Colin Jost, is, maybe, its greatest effort to this point.

And, for as soon as, an company has managed to extract performances out of celebs.

We’ll see what else emerges on Tremendous Bowl Sunday however this units the bar fairly excessive.