Amazon's Super Bowl Ad Has Celebrities Fill in for Alexa The e-commerce giant ponders what would happen if their voice assistant Alexa lost her voice in their Super Bowl LII commercial. Celebrities like Gordon Ramsay, Rebel Wilson, Cardi B and Anthony Hopkins are all featured. The new commercial is an about-face from Amazon's Super Bowl ad last year, which highlighted their Echo devices. The Verge reports that the ad will run sometime in the fourth quarter of Sunday's game, which will be broadcast on CBS.