We wrote the spot for Jon Hamm. We thought he was the type of actor that might be believably envious and confused about his absence on the service, without the audience actually feeling bad for him. And luckily, we were able to cast him. We also loved the subtle, meta nod to Hamm as an ad man (in Mad Men) given that this is indeed an ad for Apple, and the industry trades seemed to agree, with one headline that read, "Jon Hamm Is Mad, Man, as Apple TV+ Casts Everyone But Him."