Yesterday, Dwayne "The Rock" Johnson tweeted that he had teamed up with Apple "to make the biggest, coolest, sexiest, funnest (is that a word?) movie ever." He also said the movie would drop today, and it certainly did.
Now, while The Rock may call this a movie, at under four minutes I'd call this a very well-crafted and expensive advertisement paid for by Apple. The short is called "The Rock x Siri Dominate the Day" and shows Johnson doing what he does best: on-screen action, only this time he's relying on Siri to get him through the day.
As adverts go, it's a much more enjoyable watch than the usual content contained in such spots. It must have cost Apple millions, but then Apple has the money available to spend, and it also has a smart speaker that relies on Siri launching in December. Could this spot just be the first of many Siri-focused ads in the lead up to that launch?
It's likely Apple will more than recoup the money this advert costs by simply selling more gadgets thanks to the PR. Dwayne Johnson has a massive following and some of those people likely didn't know what Siri was. They do now.
The "movie" has only been on YouTube a few hours and (at time of writing) it's already had a quarter of a million views. When America wakes up, expect that figure to quickly jump into the millions.