Chris Hemsworth Joins Amazon’s Super Bowl Stunt, Workers React

In an unexpected move, Chris Hemsworth has taken on a symbolic role at Amazon. The “Thor” star is now listed as “Chief Heartthrob” for Alexa Devices, part of the company’s internal organization. This change coincides with the upcoming Super Bowl, showcasing Amazon’s marketing strategy.

Chris Hemsworth’s Role and Super Bowl Stunt

Hemsworth’s new position was revealed via Amazon’s internal organizational chart. He also holds the title of “bar raiser,” a prestigious designation focused on enhancing employee recruitment. In a message attributed to him, Hemsworth humorously mentioned his off-screen interests, including bear wrestling and snake wrangling.

This announcement serves to promote Amazon’s Super Bowl advertisement featuring Alexa. The ad portrays a humorous scenario where Hemsworth envisions dramatic mishaps involving Alexa, ultimately reassuring him of the technology’s benevolence. Advertising during the Super Bowl is costly, with rates nearing $8 million for a mere 30 seconds of airtime.

Concerns Among Amazon Employees

Despite the lighthearted nature of the advertisement, employee reactions have been mixed. Many Amazon staff members felt that the timing was insensitive given the company laid off 16,000 workers, including personnel from the Alexa team. Further compounding these sentiments, Amazon experienced a disappointing earnings report shortly before the ad premiered.

• Layoffs: 16,000 corporate employees affected.
• Amazon’s stock has declined following fourth-quarter results.
• The Washington Post, owned by Jeff Bezos, cut a third of its workforce.

Comments from employees on social media reflected disappointment. One remarked on the disconnection between the ad’s levity and the recent layoffs, questioning its appropriateness. An Amazon spokesperson characterized the announcement as a “fun internal Easter egg” ahead of the Super Bowl.

Amazon’s AI Advancements

The timing of Hemsworth’s role aligns with Amazon’s introduction of Alexa+, a service leveraging generative AI, available to all Prime members. This comes as the company continues efforts to revamp Alexa, which has struggled financially since its launch over a decade ago.

Despite gaining badges for quirks like a passion for flan and proficiency in Mandarin, Hemsworth’s title was short-lived. As of late Thursday, he was reassigned to report directly to the head of devices and services.

This entire campaign highlights Amazon’s ambitions in pursuing AI advancements while navigating internal challenges. As Chris Hemsworth joins the ranks of corporate titles, the company’s performance and employee morale remain under scrutiny.