THE AD: Chris Hemsworth might be known for big superhero and action movie roles, but he’s just as scared of AI as everyone else. When Amazon’s Alexa+ converses with him and his wife in the kitchen, Hemsworth spirals about all the worst-case scenarios of how the AI could kill him. Ultimately, he realizes that Alexa+ is just looking out for him, even offering to book him a massage and cinnamon scrub.

MY TAKE: As a top Super Bowl advertiser for years, Amazon has a well-crafted playbook: enlist celebrities and a funny storyline to explain (and sell) its products.

Recently, these efforts have squarely focused on Alexa, its line of smart technology that controlled 36% of the smart-speaker market in 2025, according to Mordor Intelligence. Alexa may not have a branding problem, but there’s still significant opportunity for Amazon to own a bigger slice of that market.

So it makes sense that Alexa is once again the focal point of Amazon’s Super Bowl ad this year-more specifically Alexa+, Amazon’s year-old generative AI assistant that is plugged into the company’s products and can manage smart home devices.

The idea of smart devices going rogue is a concept that’s just realistic enough to be scary, and Hemsworth plays the part well. In true Amazon style, there’s a self-awareness at play that makes the story funny instead of existentially terrifying. 

And make no mistake-everything in this world comes from the Amazon universe. An Amazon-branded package sits on the front porch. Prime Video plays on a TV screen. A Ring logo flashes across Alexa’s home screen. Even Hemsworth himself is the star of Amazon MGM Studios’ upcoming film, Crime 101, which hits theaters on Feb. 13. 

While Amazon’s Super Bowl ad formula didn’t change much this year, it didn’t need to. The goal is to entertain while giving viewers a glimpse at its sprawling universe, and it achieves just that.

Watch Amazon’s Super Bowl 60 ad, “Alexaaaa+,” below.