‘Servant’ Teaser: M. Night Shyamalan’s Apple Show Is Big On Creepy Dolls

I’m going to confess something: when Apple started running teasers for their original programming during primetime television, I assumed they were embarking on some kind of cutting-edge, micro-impression marketing thing. It was weeks—that’s weeks with an ‘s’—before I realized that Apple had released full trailers for each of their upcoming shows available online. So when it was announced earlier today that A) M. Night Shyamalan had premiered the full trailer for his Apple TV+ series “Servant” for the New York Comic Con crowd, and B) the trailer would not be shared online for a few more weeks, I could hardly feel too upset. A few days ago, I didn’t even know Apple made trailers longer than 15 seconds! Who am I to complain?

Those desperate for some new Shyamalan content can busy themselves with this (admittedly creepy) teaser and the full recap of Shyamalan’s remarks from the New York Comic Con panel. Using IndieWire as our guide, it sounds like the series will follow two parents—played by “Six Feet Under” alumna Lauren Ambrose and motion capture demigod Toby Kebbell—as they struggle to come to terms with the loss of their baby. When the couple decides to try “fringe therapy”—a process that involves bringing a lookalike doll into your home—things quickly move to a dark, dark place.

Of all the shows hitting Apple TV+, “Servant” is by far the most interesting. On the one hand, you have Shyamalan’s first project since rehabilitating his critical image with the “Unbreakable” sequels. On the other hand, you have Apple TV+ demonstrating how far they’re willing to go in their search for original content. Unlike Netflix and Disney—who were able to slowly ramp up their original programming and dip into their robust catalog, respectively—Apple is in a position where it needs to hit the ground running. Hitching their wagon to an established storyteller like Shyamalan is not a bad way to get the ball rolling.