iPhone: Animoji - Amigos takes the rap group Migos' hit "Stir Fry", and turns the mic over to a dog, a fox, and an excited pile of poop. The spot, which features a hodgepodge of familiar rap tropes, debuted immediately after Migos’ nomination for Rap Album of the year at this year's Grammy awards.

The ads were concepted, approved, artist’s partnerships were signed, animation was created, and the spots aired in less than a month, thanks to the round-the-clock effort of animators, creative teams, production, and music. The quick timeline was due, in part, to the fact that both "Alien" and "Amigos" feature songs by Grammy-nominated artists; it only seemed natural that the spots made their TV debut right after each artist’s big moment at the 2018 Grammy Awards. The excellent placement of the two music videos helped generate immediate buzz from music and pop culture publications, becoming newsworthy in their own right and ultimately earning 250 million impressions.

After debuting during the Grammys telecast, the spots struck a chord on social media, receiving immediate critical praise and racking up 30 million views online, and earning over 250,000,000 impressions. The spots also had the most sound-on social media views in brand history, with 70% of viewers opting to listen.