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Emmys Apple Music ad dubs For You feature the ‘instant boyfriend mixtape service’

Screen Shot 2015-09-20 at 10.37.09 PM

Apple tonight premiered a new Apple Music ad during the 2015 Emmy Awards focusing on the “For You” feature of the service. The ad stars actresses Kerry Washington and Taraji P. Henson, as well as singer Mary J. Blige.

The ad depicts the three stars discussing their love for creating mixtapes, while also complaining about how long it took to make one. Blige then interrupts and shows off Apple Music’s “For You” feature, with Washington claiming that it’s like having a boyfriend in your computer, creating instant mixtapes for you, no matter what mood you are in.

The three stars then enjoy the playlist that Apple Music created, switching between various types of music. The ad ends with the tagline “Instant boyfriend mixtape service,” while promoting that it costs just $9.99 per month for access to unlimited music.

Most recently, Apple has shared a handful of ads for Apple Music on its YouTube channel that focus on the service’s Connect social network. The ads have starred musicians such as James Bay, Kygo, Leon Bridges, Flo Morriessy, and others. Apple has also taken to the streets to advertise Apple Music, debuting massive billboards throughout various major cities.

The latest ad for Apple Music can be seen below:

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  1. acslater017 - 8 years ago

    Seems like the start of a Samsung stage skit. Dancing women getting together and one making a boyfriend analogy to explain playlists. Really. And using Apple Music on a laptop sitting on your coffee table is about the least exciting use case imaginable. This commercial could take place in 2008.

    Why not show someone raising their wrist, telling Siri to play new rock music, and having the music piped wirelessly via AirPlay?

    • incredibilistic - 8 years ago

      I almost wanna agree with you. It’s a little kitschy but I also like that Apple isn’t afraid to try something different without being too overtly corny. Especially when it features 3 extremely and prominently acclaimed, awarded and successful Black women gathering around to reminisce and party.

      The ad was pulling double-duty promoting the new MacBook so it was only fitting that MJB use iTunes/Apple Music.

      • Dave Huntley - 8 years ago

        It would be lovely to live in a world where the three women being referred to didn’t have to have the label black on them.

        They may be successful, they may love their mix tapes but pointing out their colour just tokenizes them. The music industry is largely black so their success needs no tokens…

    • nickjeremiah - 8 years ago

      They didn’t show them using an Apple Watch and talking to Siri because that’s not what they’re trying to advertise. They’re advertising the For You feature and did that in a way that explains it. They were also advertising they’re MacBook which you can’t do with Siri and an Apple Watch.

    • People really whine about almost everything these days.

  2. airmanchairman - 8 years ago

    This is infinitely hipper and more spontaneous than the naffie-nora schmaltz that Samsung nauseated the world with a while back. No comparison,


Avatar for Chance Miller Chance Miller

Chance is an editor for the entire 9to5 network and covers the latest Apple news for 9to5Mac.

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