In Apple’s newest commercial for the iPhone 15 Pro, longer battery life takes center stage, but not without evoking a sense of longing from an unexpected source—a power outlet.
Directed by François Rousselet and featuring the track Way Too Long by Hip Hop artist Doe Boy, the 30-second spot crafts a poignant narrative around the consequences of improved battery performance.
The creative introduces us to a forlorn power outlet, lamenting its newfound loneliness as the iPhone’s enhanced battery life diminishes its role in regular charging routines. Set to the melancholic tune of Way Too Long, co-written and produced by Breyan Isaac and Cotrell Dennard, the outlet croons about the days when it was inseparable from the iPhone, reminiscing about the energy and chemistry they once shared.
Meanwhile, our iPhone user remains oblivious to the outlet’s sorrow, engrossed in captivating phone content, unaware of the emotional plight of its erstwhile charging companion. Watch below:
REELated:
Apple’s creative team at TBWA\ Media Arts Lab ingeniously personifies the power outlet, infusing it with human-like emotions and transforming it into a sympathetic character grappling with obsolescence in the face of technological advancements. The spot cleverly taps into the universal experience of attachment and separation, resonating with audiences on an emotional level.
With “Miss You,” Apple, who was Reel 360 News Creative Marketer of 2023, continues its tradition of pairing innovative marketing strategies with catchy pop music. The spot, breaking across broadcast, online, and social channels, underscores Apple’s commitment to delivering engaging and emotionally resonant advertising experiences to its audience.
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