File these under best TV spots for a film ever. To promote the upcoming film Thor: The Dark World—set to be released in theaters this Friday—Comedy Central is running a series of TV spots featuring Thor's brother Loki (Tom Hiddleston) in an...unexpected position: Holding a focus group with kids to find out if they like him or his brother better.

The whole thing is a parody of those great AT&T "It's not complicated" commercials, and, thanks to Hiddleston's seemingly innate charm, turns out to be even better than them. Is Loki the only dude ever who can be so evil, yet make arguing with a child about a comic book superhero look so adorable? Probably. Even when he pushes a little girl to the ground as revenge for saying Thor is cooler than him, he's charming as ever.

You can check out the ad above, plus a bonus, 15-second spot below.

[via Uproxx]