TBWA uncorks a timely slam dunk for Apple

One rather hesitates to interfere with the American obsession for basketball but here goes.

Apple has signed NBA star Kobe Bryant for a new TBWA\Media Arts Lab ad plugging both its Siri ‘concierge’ service and its fourth generation Apple TV product. Bryant retires this week. Playing him in a movie is young actor Michael B. Jordan (another basketball gag) who gets his wires crossed with a rather cross Bryant.

Very good. For the first time you can see why Apple TV might be a game-breaker.

Media Arts Lab has struck good form for Apple recently. Could this be something to do with the arrival of Tor Myrhen from Grey as Apple’s new creative supremo? Concentrates the mind and all that.

MAA creative scale: 8.

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