Global Campaign

Apple - Rock X Siri

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.

Press

Creativity Pick of the Day
Ad of the Day on THE DRUM
AdWeek
AdAge
The Hollywood Reporter
Variety
NYmag
Billboard
Complex
The Verge

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"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.

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client

Apple | Media Arts Lab

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MY ROLE

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.

CREDITS

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

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