Until Alexa, Siri was synonymous with the digital personal assistant, but now Apple’s virtual helper is facing some tough competition from the likes of Google, Microsoft, and, of course, Amazon itself.
So, what do you do when the odds are turning against you? Draft in The Rock of course – and that’s exactly what Apple has done for its new 3-minute ‘movie’ promoting Siri.
Yes, the man himself, Dwayne Johnson, stars in the new The Rock x Siri: Dominate The Day ad, which see’s the movie star and former wrestler using Siri to help him navigate his impossibly busy work schedule.
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The free-to-watch clip debuted on Apple’s YouTube page, rather than on Apple Music as many might have expected.
The star himself tweeted the ad over the weekend, introducing it as the “biggest, coolest, sexiest, funnest movie ever.”
Aside from Johnson’s star power giving the brand a boost, Apple is likely hoping the star’s habit of posting motivational quotes on his social media will do a lot to promote Siri as a useful tool for helping with day-to-day tasks.
Whether it will be enough to give Siri the edge in an increasingly crowded market remains to be seen, but with Apple set to launch its own smart speaker, the company will need to do all it can to promote Siri as an adequate virtual assistant.
The company’s £349 HomePod will be released in December in the US, UK and Australia, and will go head-to-head with the likes of Google Home and the Amazon Echo.
What do you make of The Rock’s Siri ‘movie’? Let us know in the comments.