When it comes to Super Bowl Sunday in the United States, most people think of big plays, dramatic touchdowns, halftime performances, and iconic moments on the football field. But there’s another event many viewers look forward to just as much — and that’s the commercials. For decades, Super Bowl ads have become cultural moments in their own right: talked about, shared online, and dissected just like the game itself. And among all the commercials ever aired, one stands head and shoulders above the rest — the unforgettable Amazon Alexa “Mind Reader” spot starring Scarlett Johansson.
In 2022, Amazon unveiled a Super Bowl commercial that was unlike anything the event had seen before. Instead of the standard 30-second clip most brands use, the company went big — really big. Their commercial clocked in at one minute and thirty seconds, making it far longer than the typical ad, and more importantly, it became by far the most expensive Super Bowl commercial ever aired. The cost? An estimated $26 million just for the airtime during the game. Yes — that’s the price paid simply to have it broadcast during the Super Bowl, not including what was spent on production, talent, writing, or post-production.
Why would a company spend that much? The answer lies in how people watch the Super Bowl. Unlike almost any other television event in the world, the Super Bowl is appointment viewing. Millions of people watch it live — not skipping ahead, not switching to another show, not scrolling on their phones. Advertisers know that a commercial during the game will be seen by hundreds of millions of people in real time, and that has turned the Super Bowl into the ultimate advertising stage.
At the heart of this record-setting commercial was Scarlett Johansson, one of Hollywood’s most bankable stars. Alongside her is Colin Jost — her real-life husband and a well-known comedian from Saturday Night Live. Together, they brought life and personality to a clever concept built around Amazon’s popular voice assistant, Alexa.
The premise was simple but memorable: what if Alexa could literally read your mind? What might happen if your private thoughts were suddenly turned into Alexa commands? The spot unfolds inside a couple’s home with humorous results — from Alexa acting on awkward or unfiltered thoughts to reacting in situations that most people would never voice aloud. For example, when a character thinks about needing minty fresh breath, Alexa instantly orders extra-strong mouthwash. These moments of playful chaos make the commercial more than just an ad; they make it entertaining and memorable.
This commercial didn’t just set a cost record. It also demonstrated how brands are now using creativity and celebrity power to make an impact beyond traditional selling. The Super Bowl stage is so valuable that companies now plan entire marketing campaigns around it, with teasers, social media buzz, and celebrity involvement. When people talk about Super Bowl ads months later, that’s considered a success in marketing terms — and Amazon achieved that with this Alexa spot.
Still, this record could be short-lived. Advertising prices continue to rise. For the 2026 Super Bowl, networks have been asking more than $8 million for just 30 seconds of airtime — and in some cases approaching $10 million — signaling that the next big ad could break past even the current benchmark. Whether any brand will surpass Amazon’s $26 million record remains to be seen, but brands are clearly willing to make massive investments for a chance to capture the spotlight.
It’s worth remembering that while this particular commercial holds the crown for now, Super Bowl ads have long been a unique arena where business, culture, and entertainment intersect. From heart-warming stories to laugh-out-loud comedy to dramatic storytelling, these ads are part of the Super Bowl’s broader cultural footprint. Scarlett Johansson’s record-breaking spot is just the latest, and perhaps most expensive, reminder of that.
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