REVIEW: Apple and The Rock’s 4-minute ‘movie’ about Siri is a missed opportunity

Over the weekend, Dwayne “The Rock” Johnson teased a new movie he made with Apple and Siri, called “Dominate The Day.”

The full movie was posted to YouTube on Monday, with a run time of 3 minutes and 45 seconds.

Here is our review of “Dominate The Day”:


The film starts off with The Rock doing what he’s known for: a million different things at once. He’s pruning a bonsai tree, reading a script, lifting weights…

The film starts off with The Rock doing what he's known for: a million different things at once. He's pruning a bonsai tree, reading a script, lifting weights...

YouTube/Apple

… and getting ready for his 25 appointments for the rest of the day.

... and getting ready for his 25 appointments for the rest of the day.

YouTube/Apple

Suddenly, The Rock glimpses a well-timed news spot about The Rock’s life, saying he can’t possibly do any more.

Suddenly, The Rock glimpses a well-timed news spot about The Rock's life, saying he can't possibly do any more.

YouTube/Apple

The Rock takes that as a challenge.

The Rock takes that as a challenge.

YouTube/Apple

He hails a Lyft car only to commandeer it, insisting on driving to the airport himself.

He hails a Lyft car only to commandeer it, insisting on driving to the airport himself.

YouTube/Apple

He then drives that Lyft to the airport, where he heads off a plane on the runway.

He then drives that Lyft to the airport, where he heads off a plane on the runway.

YouTube/Apple

The Rock then hijacks that plane, which is heading to Akron, Ohio, and says “We’re going to Rome.” This is a threatening, scary moment to be sure, but also worrisome because the plane probably doesn’t have enough fuel to get to Rome since it was originally a domestic flight.

The Rock then hijacks that plane, which is heading to Akron, Ohio, and says "We're going to Rome." This is a threatening, scary moment to be sure, but also worrisome because the plane probably doesn't have enough fuel to get to Rome since it was originally a domestic flight.

YouTube/Apple

The Rock somehow makes it to Rome, and is allowed to paint on the walls of the Vatican, because he’s The Rock.

The Rock somehow makes it to Rome, and is allowed to paint on the walls of the Vatican, because he's The Rock.

YouTube/Apple

He also hosts a fashion show themed after four main elements in nature: wind, fire, water, and… rock. Ba-dum, chick.

He also hosts a fashion show themed after four main elements in nature: wind, fire, water, and... rock. Ba-dum, chick.

YouTube/Apple

The Rock cooks with French chef Ludo Lefebvre, only so this line can be uttered.

The Rock cooks with French chef Ludo Lefebvre, only so this line can be uttered.

YouTube/Apple

Finally, The Rock takes a FaceTime call in space because he’s needed back on set.

Finally, The Rock takes a FaceTime call in space because he's needed back on set.

YouTube/Apple

The Rock takes one more selfie in space with his iPhone 7™ before plummeting back to Earth and crash-landing directly into the movie set, where he delivers his line, right on cue.

The Rock takes one more selfie in space with his iPhone 7™ before plummeting back to Earth and crash-landing directly into the movie set, where he delivers his line, right on cue.

YouTube/Apple

The film ends with The Rock asking Siri to create a new list: “Life goals: The sequel.” Uh oh! Do I smell a new cinematic universe?

The film ends with The Rock asking Siri to create a new list: "Life goals: The sequel." Uh oh! Do I smell a new cinematic universe?

YouTube/Apple

Overall, “Dominate the Day” got a few internal chuckles out of me — it’s very self-aware, which is good — but it didn’t grip me emotionally. Some of Apple’s other ads have, for instance, and in a shorter time frame, like the famous 90-second ad from 2013 below, “Misunderstood”:

 

Another ding: While Siri was prominently shown throughout the movie, I don’t feel like I learned anything new about the assistant’s capabilities. Considering how Apple made a new Siri website in conjunction with this movie, which teaches people how to use more of Siri’s functions, I didn’t feel like I learned any cool Siri tricks; this movie would have been a good opportunity to highlight those.

Another ding: While Siri was prominently shown throughout the movie, I don't feel like I learned anything new about the assistant's capabilities. <a href="https://www.apple.com/ios/siri/"target="_blank">Considering how Apple made a new Siri website</a> in conjunction with this movie, which teaches people how to use more of Siri's functions, I didn't feel like I learned any cool Siri tricks; this movie would have been a good opportunity to highlight those.

YouTube/Apple

All in all, the ad was fun but ultimately meaningless. It wasn’t instructive in terms of how to get more out of Siri, and its lack of character development made it another unmemorable ad in Apple’s collection. Considering how The Rock is at the peak of his popularity right now, this felt like Apple missed a good opportunity to make an ad that actually had some impact. If it wasn’t educational, the least it could be was memorable; “Dominate the Day” was neither.

All in all, the ad was fun but ultimately meaningless. It wasn't instructive in terms of how to get more out of Siri, and its lack of character development made it another unmemorable ad in Apple's collection. Considering how The Rock is at the peak of his popularity right now, this felt like Apple missed a good opportunity to make an ad that actually had some impact. If it wasn't educational, the least it could be was memorable; "Dominate the Day" was neither.

YouTube/Apple

You can watch the full movie below.

 

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