Apple TV+ Severance’s stunt has got people talking for good reasons

Apple TV’s latest Severance activation blurs the line between press stunt, street theatre and brand experience, says David Ogiste, founder, Nobody’s Cafe.

Apple TV+ has celebrated the release of Severance Season 2 with an activation in Grand Central Station, prompting New Yorkers to post the results all over TikTok.

A public glass box display hasn’t received so much attention since David Blaine’s Tower Bridge stunt. But what made this activation so special?

The element of surprise was key here. Even if you’ve never seen the show, a glass office at a train station stops you in your tracks. Commuters couldn’t help but notice. At first, unknown actors filled the space, keeping onlookers guessing. Little did they know, the real surprises were just beginning.

It also played to the fandom. They’re drawn to the familiar set, hunting for clues and reliving the show’s themes, like an office under constant surveillance. Season twos have an edge: they build on the first and heighten anticipation, as seen with ‘Squid Game’ and ‘Stranger Things’.

The activation was perfect for sharable content. Spectators were clearly delighted to be part of the moment. But they didn’t stop there: they elevated it with a video (above) that feels like a show trailer. Too often, brands fumble post-activation content. Not this time.

All of this, of course, was too much for the press to resist. Take a glass office Grand Central Station, toss in a few celebrity sightings, and you’ve got guaranteed headlines. From Time to The Independent to the New York Post, this stunt nailed its purpose.

Entertainment briefs often warn against relying on cast appearances as they’re busy with junkets and premieres. This was an exception to the rule. The cast showed up, and it made all the difference. Even director Ben Stiller was spotted snapping pics. A great activation becomes unforgettable when the stars join in.

The bar is set sky-high for 2025 IRL advertising then. Let’s see who can top it!