This action/adventure narrative cannot play out in a traditional short form commercial. Clocking

in at over seven minutes, from set-up, to comedic trans-Las Vegas search, and ultimate

triumphant resolution, this piece hits all the beats of a movie in short form. It is cinematic, rich

with iconic celebrity actors, and set to a music hits soundtrack that spans decades.

This was developed specifically by the Brand to create even more buzz around Usher's

upcoming Super Bowl Halftime show during the final days leading up to Super Bowl Sunday

itself. The film along with its teasers were released online specifically to generate internet social

media excitement to bring awareness to the Brand and its sponsorship of this once-a-year

iconic American Sports event.

Our protagonists Taraji P Henson, Ludacris, and Lil Jon make a FaceTime call to Apple CEO Tim

Cook to admit that they have lost their friend Usher the day before Usher is due to perform the

halftime show. Against the odds, our trio sets out on a wild search across Las Vegas. They interact comedically with a cavalcade of other celebrities and Las Vegas stars to solve the clues left on a cocktail napkin by Usher himself. One by one they travel from location to location before finally figuring out the last clue that brings them face to face with Usher performing an epic and impromptu dance in a Vegas fountain. The film concludes as we see Usher triumphantly hanging out a limousine sun roof as he arrived at Allegiant Stadium – the Super Bowl venue.

The biggest music event of the year. One of the greatest performers alive. In the wildest city on earth.

What could go wrong?

Inspired by Usher and by Vegas, we made a 7 minute film where Usher goes missing days before the show. The film was entirely structured around his music and featured 14 of his greatest tracks, as well as his biggest collaborators, all woven together into one epic narrative.

“Where’s Usher?” reminded the world of Usher’s incredible catalog and got fans to expect a show unlike any other – as excessive as Vegas and as explosive as Usher – where anything could happen.

We are prohibited from answering due to our signed NDA with Apple Music.