WATCH: Tim Cook Plays Carpool Karaoke With James Corden

At the start of Apple’s keynote address this morning, CEO Tim Cook played Carpool Karaoke with Late Late Show host James Corden.

In the sketch that opened the show, James Corden was driving Tim Cook to the Apple keynote address, and they were both suddenly joined by Pharrell Williams. All three men sang “Sweet Home Alabama” together before Cook was dropped off at the venue and wished good luck by Corden.

This was not entirely random; the popular Late Late Show sketch was being promoted because Apple recently purchased exclusive streaming rights to the Carpool Karaoke spinoff show, according to Apple Insider.

“We love music, and Carpool Karaoke celebrates it in a fun and unique way that is a hit with audiences of all ages,” Apple’s head of software and services Eddy Cue told The Hollywood Reporter. “It’s a perfect fit for Apple Music.”

At the event, Apple announced the new iPhone 7 and 7 Plus, as well as updates to the Apple Watch.

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