Apple CEO Tim Cook takes an unexpected starring role in the latest promotional video for the hit Apple TV+ series "Severance," coinciding with the show's second season launch.
In the clever marketing clip shared by executive producer Ben Stiller, Cook plays himself visiting the mysterious Lumon Industries - the show's central workplace setting. The video shows Cook undergoing the signature "severance procedure" that splits an employee's memories between their professional and personal lives.
After the procedure, Cook emerges as his workplace self, complete with a "Tim C." name tag. The typically polished CEO appears transformed, displaying an eerily calm demeanor characteristic of Lumon's "severed" employees. The clip culminates in a meeting with Lumon supervisor Milchick, who addresses Cook as the "core of the apple" - a playful nod to the tech giant.
The promotional video arrives as "Severance" continues its second season run on Apple TV+, with new episodes releasing weekly. The psychological thriller, created by Dan Erickson, has become one of the streaming service's standout hits since its 2022 debut.
Season two promises to delve deeper into the consequences faced by Lumon employees who dare to challenge the boundaries between their work and personal lives. The series continues to explore themes of corporate control and identity, now with an amusing meta-twist featuring Apple's own chief executive.
This creative marketing approach demonstrates Apple's commitment to promoting its growing entertainment portfolio while showcasing Cook's willingness to embrace a more playful public persona.