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.

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

Usher. One of the greatest performers alive. A born entertainer with 8 Grammys and 19 Top Ten singles under his belt – including the biggest party anthems, sultry ballads and all time R&B classics of the past 3 decades. To get people excited, our team wanted to create a campaign that reflected what the halftime show was going to feel and sound like. A rollercoaster ride filled with back-to-back hits and the energy of Usher's Las Vegas residency. We also wanted to remind the world of Usher's 30-years-long career and of his incredible catalog, filled with countless hits. Inspired by Usher and by Vegas itself, we created a seven-minute long short film where Usher goes missing, only days before the big day. The film was entirely structured around Usher's music, and featured 14 of his greatest tracks, all woven together into one single, epic narrative.