Siri can make anyone more productive, so to prove it, we paired Siri with Dwayne “The Rock” Johnson, the world’s busiest actor/producer/wrestler/artist for the busiest day in history. In our center piece short film, The Rock uses Siri to propel himself to ever greater heights of absurd productivity.
Brief: Show all the things that Siri can do.
"Dominate the Day" was the first film launched through a custom Siri command that triggered the film to play on your iPhone. To fuel exposure, content was first seeded with The Rock’s fans, followed by a coordinated push across TV, PR, digital and social, generating mass-media coverage.
The ad became one of the most viewed in the history of Apple, and incidentally makes it shine a little more at the actor and professional wrestler Dwayne Johnson.
My partner Kevin Fitz, and I were on this project from day one. From concepting the ideas, pitching scripts, coming up with scenarios to build the main spot, concept social ideas, and internationalizing the extensions across the global market.
Cannes Lions - Social & Influencer Lions - Bronze Lion 2018
Cannes Lions - Media Lions - Shortlisted
Global Effies 2018 - Gold
Webby People's Voice Award 2018
Creativity Pick of the Day
Ad of the Day on THE DRUM
The Hollywood Reporter
TBWA / Media Arts Lab
Creative Direction by Will Decher, and Jacob Abernathy, Greg Greenberg and Jeremy Wirth
Directed by Brian Buckley of Hungryman Productions
Produced by Exhile