Celebrities in Super Bowl ads are about as ubiquitous as wings at a Super Bowl party. But it is difficult to find an ad that uses celebrities in a way that feels genuine. Amazon and Leo Burnett Toronto managed to use actor and comedian Alec Baldwin in a way that allowed viewers to connect on an emotional level. While most people haven’t gotten into a fight with football legend Dan Marino or had rapper Missy Elliott interrupt said fight, they can relate to snarky comments and biting humour between friends. The humour, relatability and emotional connections, and genuine use of celebrities earned this ad a high 4-Star rating.