In this film, everyone’s favorite personal assistant, Siri, plays sidekick in the kitchen to everyone’s favorite dessert-loving character, Cookie Monster. Throughout the film Cookie Monster puts Siri to use, setting timers and playing music while he bakes some cookies. Unfortunately for Cookie Monster, a minute without his favorite snack feels like an eternity, even when you’ve got Siri to keep you company.

The casting process was simple. The spot couldn’t exist without one character. Cookie Monster. However, the choice was what made the casting groundbreaking. For the first time in history, an iPhone commercial would feature a non-human spokesperson. For a brand that has always relied on showing its products in the real world and used by real people, it was a big leap. To make sure the casting went seamless we worked with Sesame Street, and Jim Henson’s muppeteers to test out Cookie Monster and ensure his charm and insatiable hunger for cookies would translate to a commercial format.