Tim Cook Takes Center Stage in New Severance Promo
In a fresh promotional clip for Apple TV+’s captivating workplace thriller, Severance, Apple’s CEO Tim Cook joins the performance. The video, shared by Severance director and executive producer Ben Stiller on X.com, features Cook as he embarks on his orientation as an “severance-season-2-out-weirding-the-show-itself-updated/” title=”Insane New Promos for Severance Season 2: Out-Weirding the Show Itself![Updated]”>innie” within the severed confines of Lumon Industries.
The brief clip may be short, but Cook demonstrates a commendable level of engagement—particularly in the elevator scene where visual effects cleverly illustrate his severed perspective. A humorous moment near the conclusion had me laughing out loud.
Tim Cook Arrives at Lumon Industries: The Innie Experience
This new promotional effort is just one of many recent marketing initiatives aimed at building anticipation for Severance‘s second season. Previous campaigns included an interactive installation at Grand Central Station in New York City and a mock infomercial titled “Lumon Is Listening,” touting brain surgery as a viable method to enhance work-life balance. Further adding to this creative marketing frenzy was a training video featuring Mr. Milchick alongside his enigmatic assistant Miss Huang. While some shows’ marketing can become overwhelming, these clever promotions keep audiences intrigued—especially since Severance stands out as one of the top offerings on Apple TV+.
“Today I was assisting this newcomer with directions to his office…” Stiller humorously remarked while posting about Tim Cook’s involvement.
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A Closer Look at the Promo Video
In approximately 80 seconds of runtime, we see Cook stepping into an elevator destined for Lumon’s severed floor while being aided by cinematic techniques creating visual illusions that alter his appearance slightly. He blinks several times before settling into a relaxed smile upon arrival on that iconic white hallway lined with sterile walls leading him toward Mr. Milchick (played by Tramell Tillman).
“Tim C.,” Milchick greets him with enthusiasm, calling him “the core of the Apple.” The comical bewilderment evident in Cook’s expression adds to the humor; though he may playfully act like he doesn’t grasp what Milchick means—perhaps realizing he left behind life at Apple for this peculiar role—it’s clear he enjoys participating in this playful banter as well.
Dive Deeper into Severance
If you’re looking to catch up or stay updated with Severance, check out our summaries covering episodes from season two’s premiere and follow along each week for new releases available every Friday—or occasionally Thursday evenings post-6 PM Pacific time when Apple TV+ drops fresh episodes early.
Subscribing to Apple TV+
You can join Apple TV+ through subscription plans starting at $9.99 monthly which also grants you access to a seven-day free trial period! Additionally, it’s included within any tier of Apple’s One subscription bundle or offered complimentary for three months when purchasing devices like iPhones or iPads.
