In Amazon’s Super Bowl commercial, Chris Hemsworth teams up with Elsa Pataky to promote the upgraded Alexa+. The ad centers on Hemsworth’s exaggerated fear that Alexa+ is planning elaborate ways to kill him, imagining scenarios like jammed doors, swimming pool accidents, and even a grizzly bear delivery. His reaction comically nods to his past experience battling Ultron, while Pataky remains calm, demonstrating complete trust in the AI assistant.
Alexa+ proves its usefulness by helping with game-day plans, creating menus, providing live updates, and controlling Fire TV hands-free. By the end, Alexa+ even suggests booking Hemsworth a massage and a cinnamon scrub, finally winning him over and emphasizing that the assistant is designed to simplify life rather than harm anyone. The commercial is one of several AI-focused ads during this year’s Super Bowl, blending humor with technology demonstrations.
Amazon said Alexa+ is now available across the U.S. at no extra cost for Prime members, who can activate it by saying, “Alexa, upgrade to Alexa+,” or by signing in at Alexa.com. Non-Prime users can also access Alexa+ for free via the chat feature on Alexa.com or the Alexa app.
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