Tim Cook Joins ‘Severance’ Promo for Lumon Industries

Apple CEO Tim Cook has stepped into the world of “Severance” in a unique promotional video for the hit Apple TV+ series. Directed by Ben Stiller, the short clip shows Cook entering the iconic Lumon Industries elevator, transitioning from his “outie” self to his “innie” work persona.

The cinematic promo highlights Cook’s unexpectedly impressive acting skills as he subtly portrays the shift between personalities. Fans of the series will recognize this signature element of “Severance,” which explores the unsettling boundary between work and personal life.

A Nod to Season 2

The video, released ahead of “Severance” Season 2, adds a layer of intrigue to the show’s highly anticipated return. Known for its dark humor and psychological depth, the series continues to captivate audiences. By featuring Cook in this promotional skit, the creators have drawn attention to the show while adding a lighthearted twist.

“Severance” has previously hosted skits, including a comedic parody by Stephen Colbert. However, this marks the first time the show has roped in a high-profile figure like Cook, emphasizing the significance of the series within Apple’s streaming portfolio.

A Cinematic Masterpiece

Ben Stiller’s direction shines through in the promo, with complex cinematography and subtle zoom effects. The elevator scene draws parallels to iconic movie moments, such as the “Jaws” zoom shot, while maintaining its unique style. Cook’s performance, although brief, has been praised for its authenticity and engagement.

The production reportedly required hours to film, likely taking Cook a full day out of his busy schedule. Fans speculate about the timing of the shoot, especially given Cook’s earlier comments about potentially leaving Apple within the next decade.

A Fun Marketing Strategy

This promotional effort showcases Apple’s creative approach to marketing its flagship series. By incorporating the CEO of Apple into the narrative, the campaign highlights the seamless integration of Apple’s technology and entertainment brands.

As “Severance” Season 2 prepares to launch, the promo serves as a reminder of the series’ unique appeal, leaving viewers eagerly anticipating what’s next for both the show and Tim Cook.