Apple debuted a new playlist-focused Apple Music ad on Sunday night during the Emmys. The new spot features actresses Taraji P. Henson and Kerry Washington, along with singer Mary J. Blige.
The ad was directed by Selma director Ava Duvernay, and features the trio hanging out at Blige’s home, and reminiscing about “mixtapes.” Blige interrupts the discussion to remind then that Apple Music has playlists, which Blige compares to mixtapes.
Washington even goes as far as to compare Apple’s curated playlists to having a boyfriend create a mixtape for you in your laptop.
The new ads continue a wide-ranging promotional effort for Apple’s new music service. Previous efforts have included billboards and television commercials, as well as a series of interactive posters that can be scanned in Shazam and take the user to the artist’s Apple Music page.
Apple previously debuted four new additions to its “Discovery” series of ads promoting its Apple Music streaming service. The ads spotlighted up and coming artists, including Flo Morrissey, Leon Bridges, Flying Lotus and Shamir.
