The drama of lost AirPods, dying batteries and fitting everyone in a selfie
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Apple India launched an iPhone 17 campaign that takes place in a palace, where everyday tech troubles are an inconvenience for kings and queens.
Directed by Ayappa KM, the work from TBWA\ Media Arts Lab stars a royal messenger who must repeatedly deliver bad news. We start to worry about repercussions but thanks to iPhone 17, problems are easily solved.
When a flight is moved up and the king has a dying phone, crisis averted thanks to fast charging.
When AirPods are lost, the Find My function locates them, and the person who forgot them, with ease.
The queen isn’t stressed when her shoe gets destroyed. She uses Visual Intelligence to find a new pair.
The final two spots tackle selfies and making sure everyone fits in the frame, and Dual Capture to record content on the front and rear cameras at the same time.
The campaign will run on TV, digital, and social during the Indian Premier League, the country’s biggest sporting event of the year.
CREDITS
Agency: TBWA\ Media Arts Lab (India)
Director: Ayappa KM
Production Company: Earlyman Film
Post-Production Company: Heckler
Editing: Earlyman Film
Director of Photography: Daniel Abelló
Amy Corr is senior editor of Muse by Clio.
