Siri, Kobe Bryant & Michael B. Jordan feature in latest Apple TV ad

Apple on Sunday posted a new ad for the Apple TV, featuring soon-to-be-retired basketballer Kobe Bryant and actor Michael B. Jordan, best known for roles in movies like Creed and Fruitvale Station.

In the TV spot, Bryant and Jordan are sitting in a trailer discussing a fictional biopic, using Siri on the Apple TV to call up things like the NBA app or the David Fincher movie The Curious Case of Benjamin Button. Jordan's take on Bryant eventually leads to him being kicked out.

Apple has been more aggressive in marketing the fourth-generation Apple TV, the first to feature both Siri and an iOS-style App Store. That includes not just TV commercials, but other mediums like billboards.

Previous generations of the set-top were classified as a "hobby" by Apple, and not promoted very strongly.

The new ad also reflects Apple's growing reliance on celebrities to manufacture a brand image. A recent Apple Music promo, for instance, featured pop superstar Taylor Swift.

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22 Comments

scotty321 312 comments · 20 Years

About 8 years ago

Oh my god, that was terrible. Time for a new ad agency.

apple ][ 9225 comments · 13 Years

About 8 years ago

AppleInsider said:

The new ad also reflects Apple's growing reliance on celebrities to manufacture a brand image.

I would argue that that's not necessarily a good thing for Apple, and I view it as a rather unfortunate step in the wrong direction.

That's basically how Samsung and others have been advertising for years now. If a celebrity is holding a Samsung phone in their hand for 30 seconds, does that make the Samsung phone great, and does that make me want to buy a Samsung phone all of a sudden? If Samsung had a commercial using not just Kobe Bryant and Michael Jordan, but if they enlisted the entire NBA league, and every single player, would that make me want to use Samsung phones?

There are plenty of celebrity whores available who are willing to whore themselves out to whoever is flinging money in their direction.

Apple should rely on the strength of their products.

ireland 17435 comments · 18 Years

About 8 years ago

wut

foregoneconclusion 2834 comments · 12 Years

About 8 years ago

I think you can make the argument that the 'Think Different' campaign made use of celebrities.

mdriftmeyer 7395 comments · 20 Years

About 8 years ago

scotty321 said:

Oh my god, that was terrible. Time for a new ad agency.

From the response on YouTube you should find a different career, if it involves marketing.