Creativity Pick of the Day
Ad of the Day on THE DRUM
The Hollywood Reporter
"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.
TBWA / Media Arts Lab
Copywriter | Kevin Fitz
Associate Creative Directors | Will Decher & Jacob Abernathy
Creative Directors | Greg Greenberg and Jeremy Wirth
Directed by Brian Buckley of Hungryman Productions