Amazon debuted a 60-second Super Bowl commercial titled “Alexaaaa+” featuring actor Chris Hemsworth and his wife Elsa Pataky. Directed by Wayne McClammy – the spot explores the common unease surrounding advanced artificial intelligence in the home. Hemsworth portrays a paranoid version of himself who is convinced that the new Alexa+ assistant is orchestrating a plot against him. His over-the-top imagination conjures up 4 distinct disasters – including a garage door guillotine and a rogue bear encounter.