Cookie Monster Stars in TBWA\MAL’s Latest for the iPhone 6s

By Erik Oster Comment

TBWA\Media Arts Lab latest spot for Apple, promoting the iPhone 6s and its hands-free Siri feature features a familiar, blue face: Cookie Monster. 

The 60-second spot, entitled “Timer,” opens with Cookie Monster putting a fresh batch of chocolate chip cookies in the oven. “Hey Siri, set timer for 14 minutes,” he says. Immediately anxious for the cookies to be done, he then asks Siri to play his waiting playlist. Despite Siri’s help with the music, the wait still seems like an eternity for Cookie Monster, who tries his best to pass the time in a variety of ways. It’s an entertaining, relatable spot with just about the most likable celebrity you can imagine. Arriving on the heels of last month’s “Less Time,” featuring a cameo from Aubrey Plaza, which highlighted the phone’s “3D Touch” features, TBWA\Media Arts Lab seems to mining a feature-highlighting approach for the brand, while sprinkling in celebrity appearances (Muppet and otherwise). Can we have Dr. Bunsen Honeydew and Beaker next, please?