To paraphrase Apple’s YouTube description for its viral video on Dwayne “The Rock” Johnson using Siri:
“You should never, ever, under any circumstances, underestimate how much social media can hype a star and his sponsors.”
As Deadline.com reported, “The 3 minute-, 45-second commercial, dubbed ‘The Rock x Siri Dominate The Day,’ is a take on Johnson’s typical day and plays off his ‘hardest-working man in Hollywood’ image: He practices movie lines while working out and trimming a Bonsai tree; ‘takes’ a Lyft to the airport to fly a plane to Rome, dabbles in a space walk, and makes it back for his big scene all with the help of Siri on his iPhone 7.”
CNBC adds that “across his social media, Johnson is known for posting inspirational quotes and images, and touting the importance of a hard work ethic. It’s something Apple was keen to tap into to show the extent of Siri’s capabilities.”
The supposed presidential candidate raised hopes for Apple as well, although Julia Alexander on Polygon said: “At least this video provides iPhone users with an aspirational fantasy world that includes a perfectly functioning Siri.”
Comments and coverage:
Apple turns to Earth’s most popular human to convince everyone that Siri is good now https://t.co/TbStg8bEQF
— New York Magazine (@NYMag) July 24, 2017
Tim: “Let’s make a movie that rocks.”
Siri: “Calling The Rock…”
— Stephen Hackett (@ismh) July 23, 2017
“The bomb will blow in 20 seconds!”
The Rock: “Siri set a 20 second timer”
“And there’s another bomb in 45 seconds!”
The Rock: “Siri…… shit”— Cabel Sasser (@cabel) July 24, 2017
So basically The Rock + Siri = Knight Rider without Hasselhoff but with brand integration? ????
— Ken Romano (@kenromano) July 24, 2017
I feel the need to go through and see if Siri can do everything The Rock did in that video.
— Marques Brownlee (@MKBHD) July 24, 2017
Siri, tell me about the ad you’re starring in with Dwayne “the Rock” Johnson: https://t.co/26xhBD0EU5 pic.twitter.com/9UG0CjOMHs
— Slate (@Slate) July 24, 2017