As usual, the biggest companies paid a small fortune to have their ad play during the Super Bowl. There were plenty of memorable ads, but Amazon’s seems to be taking most of the plaudits.

Amazon’s ad shows Alexa losing her voice, which prompts Amazon founder and CEO Jeff Bezos to institute an emergency plan replacing her with celebrities.

We get to see Gordon Ramsay telling someone off for not knowing how to make a cheese sandwich, and Rebel Wilson talking sexily to set the mood for a dinner party.

Getting all of these celebrities involved must have cost a small fortune, but if it helps Amazon sell more Alexa-enabled devices I suspect it will be money well spent.