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Amazon is reaching deep into its playbook to try something new: airing a commercial during the Super Bowl.
The spot will feature actor Alec Baldwin and former star quarterback Dan Marino, and promotes Amazon Echo and Alexa.
Echo is Amazon's wireless speaker, which plays music and provides voice-command assistance through Alexa, a digital assistant similar to Apple's Siri.
Not only will Alexa answer questions about the weather and look up random facts, it also allows Amazon users to shop by simply speaking their order.
This is the first time Amazon has ever advertised during the Super Bowl. The contest on Feb. 7 will pit the Carolina Panthers against the Denver Broncos at Levi's Stadium in Santa Clara, California.
The game's location in Silicon Valley has attracted a lot attention from tech companies, including Uber, who will be providing rides to and from Super Bowl 50. Google is using its buses — normally reserved for bringing employees to its Mountain View campus — to fans looking to get to the stadium. And home rental prices in the area on Craigslist and Airbnb have been shooting through the roof.