After Roxxon CEO Dario Agger's scheme to discredit the real Thor in the pages of Immortal Thor, the energy conglomerate launches its own corporate-sponsored replacement: Chad Hammer, an AI spokesperson positioned as Odin's son and Roxxon's answer to inconvenient heroism. When environmental activists push back too hard against Roxxon's interests, this "Roxxin' Thor" is deployed to protect shareholder value over saving the day.
Al Ewing and Greg Land play the one-shot as broad corporate satire, skewering brand-sponsored superhero comics from inside one.