Chris Hemsworth goes full paranoia in Amazon’s new Super Bowl commercial for Alexa+

Australia’s own Chris Hemsworth is bringing a dose of anxiety to advertising’s biggest stage, starring in Amazon’s Super Bowl spot for the all-new Alexa+.

 

The blockbuster spot sees Hemsworth arrive home to find wife Elsa Pataky already getting acquainted with the upgraded AI assistant. What follows is a spiral of increasingly ridiculous scenarios, as the Thor star convinces himself the technology has sinister plans for his downfall. Pataky, meanwhile, remains blissfully unmoved.

Soundtracked by Aussie rock royalty INXS and the brooding strains of ‘Devil Inside’, the film plays up Hemsworth’s comic timing as his imagination runs far beyond reality. By the end, the gag lands where Amazon needs it to: Alexa+ isn’t plotting world domination, it’s actually there to make life easier.

The spot was created by Amazon’s in-house marketing team and directed by Wayne McClammy from Hungryman, a long-time collaborator on the brand’s previous campaigns.

 

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