"Mind Reading Alexa"

7 February 2022

90s

Careful what you wish for.

Real-life couple Scarlett Johannson and Colin Jost riff off each other with perfect comic timing in this charming commercial for Amazon which will run during next weekend's Super Bowl. Continuing a theme of this annual piece of communication, Alexa runs riot in a series of hypotheticals prompted by the idea that it would be useful if she could read minds.

Once the premise had been established, writing the vignettes with Johansson and Jost in mind must have been a joy, and the uncredited writing team did a fantastic job.

The best joke by far comes when Johannson is practising a scene from a forthcoming theatrical production… not only is her cod Scottish accent absolutely on the money, but the reminder, apparently prompted by Jost's unguarded thought, is edgy and lands a real laugh.

The unveiling of Amazon's annual Super Bowl contribution from Lucky Generals is swiftly becoming as big an event as the John Lewis Christmas ad... and, no doubt, delivers the same combination of trepidation and excitement as the agency tries to upstage itself year after year. This time next year, Johansson and Jost may prove a hard act to follow.

USA

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