When a cryptic teaser for Apple TV+’s upcoming series Pluribus — the latest project from Breaking Bad and Better Call Saul creator Vince Gilligan — dropped online, the internet collectively leaned in. But no one, especially not me, expected the most chilling clue to come via an unassuming phone number. Yes, Apple TV+ wants fans to call a number. And yes, I did it.
And now I can’t stop thinking about it.
From a smiley face in a Petri dish to a prison guard licking doughnuts, Pluribus is already cementing its place as one of the most enigmatic and disturbing show launches in recent memory — and that’s before a single full-length trailer has even dropped.
So what happens when you call the number tied to this viral marketing campaign? Who is Carol? And what is Pluribus even about?
Let’s dig in. But first, here’s everything we know so far.
📺 Pluribus: The Mysterious New Series from Vince Gilligan
When Vince Gilligan announces a new series, expectations are sky-high — and rightly so. The man redefined television with Breaking Bad and then did it again with Better Call Saul. So when Apple TV+ revealed his next mind-bending drama, fans were eager to learn more.
Here’s What We Know (Which Isn’t Much):
- Title: Pluribus
- Platform: Apple TV+
- Lead Actor: Rhea Seehorn (a.k.a. Kim Wexler from Better Call Saul)
- Genre: Unknown (Thriller? Sci-fi? Psychological drama?)
- Creators: Vince Gilligan and Apple Studios
- Tagline: “Happiness is contagious.”
Despite the star power and a cryptic marketing rollout, the actual plot of Pluribus remains a mystery. The teasers reveal more questions than answers — and that seems entirely intentional.
🔬 Breaking Down the Pluribus Teasers
The first public hint of Pluribus came from a bizarre Petri dish photo shared on social media, featuring a smiley face grown from bacteria. It was paired with the unsettling phrase, “Happiness is contagious.”
Soon after, fans were greeted with a brief teaser video, lasting mere seconds but packed with tension.
Here’s What We See:
- A wide shot of a prison or sterile facility, complete with a static guard.
- The guard begins licking doughnuts (yes, really) before carefully placing them into a box.
- A sign that says “Help Yourself” appears — featuring the same eerie smiley face from the teaser photo.
The entire scene feels surreal, unsettling, and just a little too clean to be comforting. Is this a prison? A psychological experiment? A dystopian world where happiness is regulated?
We don’t know yet — and that’s the point.
📞 Then Came the Phone Number
Just when we thought things couldn’t get any weirder, Apple TV+ dropped another curveball: a phone number flashed on screen in one of the Pluribus teasers — (202) 808-3981.
In the teaser, a character named Carol is told to call the number under “no pressure.” Naturally, I had to call it too.
And I’m so glad (and a little disturbed) that I did.
🔊 What Happens When You Call (202) 808-3981?
If you’ve ever fallen into an ARG (alternate reality game) rabbit hole, you’ll understand the vibe immediately. Calling the number feels more like becoming part of the show than just watching it.
Here’s exactly what you hear:
“Hi Carol. We’re so glad you called. We can’t wait for you to join us. Dial 0 and we’ll get back to you via text message.”
Already, things feel personal — almost too personal. I’m not Carol, but clearly the message is meant for her. Or maybe… we’re all Carol?
Being naturally curious (and impulsive), I dialed “0.”
Then came the next part:
“Please know your life is your own, Carol. You have agency! That being said, reply YES to sign up for updates from AppleTV+ and agree to our terms of use and Privacy Policy. Freq varies, consent not a condition of purchase, msg & data rates apply. Reply STOP to cancel, HELP for help.”
So, yes, even a psychological thriller campaign still needs a dose of good old SMS marketing compliance.
I replied with “YES.” Because of course I did.
A few seconds later, I received the following chilling text:
“You must have so many questions for us! Understand, we only want to make you happy. We’ll be in touch soon.”
Nothing else. Just eerie reassurance and an indefinite promise that they’ll be back.
I’ve played enough horror games and watched enough psychological thrillers to know: this is far from over.
👤 Who Is Carol?
The central question emerging from all this is: Who is Carol?
- Is Carol the protagonist of Pluribus?
- Is she a patient in an experiment?
- A prisoner?
- Or is “Carol” a placeholder name — one that could apply to anyone?
The show seems to be playing with identity. By addressing the viewer as Carol and inviting them into this “happiness experiment,” the campaign blurs the line between audience and character.
Could this be an elaborate metaphor about conformity? About surveillance? About agency? Or about becoming one among many?
📖 The Meaning Behind “Pluribus”
The word Pluribus is Latin for “many” or “more.” You’ve probably heard it in the phrase “E pluribus unum” — Latin for “Out of many, one” — famously engraved on U.S. currency and long associated with American unity.
So how might this apply to the show?
Let’s speculate:
- “Out of many, one” could mean a collective hive-mind.
- Maybe Carol is one of many — a number, not a name.
- Perhaps Pluribus explores how individual identities are lost (or forcibly blended) in mass systems — prisons, cults, social media, government.
If Vince Gilligan has taught us anything, it’s that he never includes details by accident. The title, the smiley face, the voice on the phone — it all means something.
🧠 Vince Gilligan’s Psychological Game
Gilligan isn’t just a master of storytelling — he’s a master of psychological manipulation through story. Breaking Bad made you root for a drug kingpin. Better Call Saul made you mourn a man doomed from the start.
With Pluribus, he’s going even deeper. The marketing campaign is no longer just an ad — it’s the show.
By participating (calling the number, texting YES), viewers are pulled into the narrative before the first episode even airs. It’s immersive. It’s creepy. And it’s genius.
You’re not watching Pluribus — you’re already in it.
📲 The Marketing Masterstroke
This campaign is more than just a teaser — it’s interactive storytelling at its finest. Apple TV+ and Vince Gilligan are turning passive viewers into active participants.
This kind of marketing:
- Builds anticipation without giving away plot
- Sparks community discussion and fan theories
- Uses mystery and minimalism to dominate attention spans
- Taps into nostalgia for early internet mystery puzzles and ARGs
And it’s working. Social media is filled with:
- “I called the number” posts
- Fan theories about Carol and the smiley face
- Speculation about the nature of the Pluribus universe
In a world saturated with content, Pluribus has carved out a space through silence, ambiguity, and discomfort — and fans are loving it.
🤯 Final Thoughts: I May Not Be Carol, But I’m All In
Calling that number was one of the most bizarre and exciting things I’ve done for a TV show. And I still don’t know what’s going on.
But that’s the point.
Pluribus is shaping up to be less about giving answers and more about unsettling the audience, making us question who we are, how we think, and how much control we truly have.
And if the voice on the other end of the line is anything to go by, we’re just getting started.
So to Apple TV+ and Vince Gilligan: message received.
Or rather… message anticipated.