TBWA\MAL Takes Viewers Behind-the-Scenes With Cookie Monster

Last month, TBWA\Media Arts Lab launched one of its most charming memorable Apple spots in recent memory, with a 60-second ad for the iPhone 6S starring Cookie Monster entitled “Timer.” Now the agency has unleashed a follow-up, with Cookie Monster returning for some “behind-the-scenes” footage.

Normally staged behind-the-scenes footage is a recipe for self-indulgent disaster, but with a Muppet all bets are off and the spot manages to capture a similar type of charm as its predecessor. As with that spot, Cookie Monster’s interactions with Siri don’t feel forced and actually are the source of much of the humor and charm of the ad. This time around Cookie Monster asks Siri if she’s in there and when she replies “Hey, Cookie Monster,” he’s amazed to learn she knows who he is. There are a bunch of these types of moments throughout the spot’s 90 seconds and when the spot ends with Cookie Monster telling Siri goodnight and going to bed it feels like an unexpectedly entertaining sequel rather than an empty add-on. More Muppets, please.