"Alexaaaa+"

6 February 2026

1 min 45s

Not long Thor this world.

Amazon has a lot invested in Chris Hemsworth. Not only is the Australian's new film, 'Crime 101', distributed by Amazon MGM Studios, he also stars in its latest Super Bowl ad. It's a killer spot in more ways than one, as Hemsworth imagines all the ways that Alexa, one of those rogue AIs he's read so much about, could murder the absolute bejesus out of him.

Sure, Hemsworth's thrown down with Ultron in the Marvel Cinematic Universe, but Ultron never tried to decapitate Thor with a roller shutter, drown him in a pool, have a bear delivered to his house, or sabotage his workout. Is he paranoid? Wife Elsa thinks so, but maybe he sees what no one else can see: that Alexa wants humans "dead, dead, dead, dead, dead".

It's always fun to see celebrities get merked in a controlled environment (the recent 'Battlefield 6' spot is a good example), and Hemsworth is more than happy to play dead, so to speak. He's also happy to accept a massage booked by Alexa at "Hammer and Steam" at 384 Asgard Way—a cute nod to Hemsworth's MCU legacy. If 'Crime 101' flops, however, he may want to go off-grid for the foreseeable future.

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