2024-01-31 07:01:10
Campaigns – International
(01/31/24). Biscuit director Andreas Nilsson’s two new spots for the brand’s “Relax, it’s iPhone” campaign, created in-house by the brand, show the fun side of Apple’s reassuring updates to the iPhone 15 and iOS 17.
The latest installments of Apple’s “Relax, it’s iPhone” campaign show the relief parents can experience thanks to the new tools added to iPhone 15, iPhone 15 Plus and iOS 17.
Created by Apple and directed by Andreas Nilsson of Biscuit Filmworks, the films have a lighthearted and irreverent sense of humor that combines with their soundtracks – “Goodbye” by Aloe Blacc and “How Many Times” by JJ & The Mood – to focus on the fun side of natural parenting worries and obligations, whether it’s seemingly endless patience or worrying regarding your daughter’s first days on the road.
The first film, “New Driver,” highlights the Check In feature for iOS 17, which automatically sends a notification when the user arrives at their destination. Finally automating the familiar “message me when you arrive” process, Check In shares the user’s real-time location, battery level, and more information with a desired contact if they don’t proceed to their destination.
The film captures the intense anxiety that the protagonist father experiences when his daughter – an apparently inexperienced and somewhat reckless driver – leaves in her car for school. Backing out of the driveway at breakneck speed, the daughter takes a skateboard and a trash can with her, leaving her father in a state of petrification until he finally receives the Check In notification alerting him that he has arrived safely. The relief he feels as he exhales is palpable and perfectly embodies the on-screen slogan: Relax, it’s the iPhone.”
The second film, “One More,” shows the boundless patience an uncle has with his nephew, a young martial artist bent on cutting wooden planks with karate, and having his uncle film the entire process.
Finding his technique ineffective, the boy is left hacking away into the night, rhythmically tapping to JJ & The Mood’s “How Many Times.” Unlike his family members, who are becoming fewer and fewer, his uncle stays and continues recording even following the sun has set, thanks to the iPhone 15 Plus’s all-day battery.
The ads will air during the College Football Playoffs and live on YouTube. The campaign follows TBWA Media Arts Lab’s recent ‘Baby Face’ campaign, a ‘Shot on iPhone’ collaboration with photographer Evan Kafka, showcasing iPhone 15 portrait photography.
New Driver. Advertiser: Apple. Brand: Apple Campaign – Relax, its iPhone. Product: iPhone 15 Check In. Agency: TBWA Media Arts Lab. Audiovisual Production Company: Biscuit Filmworks. Film Director: Andreas Nilsson. Music: Goodbye by Aloe Blacc. Country: USA. Category: Electronics.
One More. Advertiser: Apple. Brand: Apple Campaign – Relax, its iPhone. Product: iPhone 15 Plus. Agency: TBWA Media Arts Lab. Audiovisual Production Company: Biscuit Filmworks. Film Director: Andreas Nilsson. Music: How Many Times, JJ & The Humor. Country: USA. Category: Electronics.
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