The Weeknd appeared in a commercial for Apple Music. Collaborating with Director Nabil and The Swordfight, Gloria FX assisted in creating this two-part video.
The first part of the commercial shows Abel Tesfaye, better known by his stage name The Weeknd, walking backstage after his VMA’s performance. He gets into a limo and starts scrolling through his artist page on Apple Music Connect. Meanwhile Beats 1 Radio turns on, where they are talking about The Weeknd’s performance at the VMA’s. When a driver asks where he’s going, Abel becomes surprised because that driver is actually none other than John Travolta.
In the second part of the advertisement, The Weeknd arrives at a VMA after-party. The singer is shuffling through additional songs from an Apple Music playlist. The lighting, mood and pace on the dance floor are changing with every click. It looks like Tesfaye’s IPhone is in control of everything now.
Then suddenly The Weeknd realizes himself at his own empty home. The words «It’s all in your head. Create your own party. Unlimited music for $9.99.» appear on the screen.