Apple launches latest in 'Relax it's an iPhone' series plus...6 more Apple campaigns that dramatize the product benefit sensationally well.
A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.
Battery For Miles | Apple | 2023
Dramatize Apple's long-lasting battery life with a story using a slightly freakish (hat tip Jonah Sachs) protagonist who is most in need of such a benefit whilst doing something familiar such as driving a tractor slowly.
The Greatest | Apple Smartphone | 2022
Dramatize Apple's accessibility features by showing they can be used by people with disabilities in an uplifting and pop cultural fashion.
Haystack | Apple iPhone | 2021
Dramatize Apple's ability to easily locate your lost iPhone by using an extreme version of the familiar 'needle in a haystack' scenario to draw the viewer in.
Bounce | Apple iPods | 2019
Dramatize in exaggerated fashion how much more free and fun life is when you use AirPods using a powerful storytelling metaphor.
Data Auction | Apple | 2022
Dramatize the disastrous consequences of not being protected by the security product benefits of having an Apple iPhone.
Welcome Home | Apple HomePod | 2018
Dramatize the moment between the Ordinary World of a rainy commute home to the brand gateway moment of turning on an Apple Homepod and escaping into an exciting world of music.
Unlock With A Look | Apple | 2018
Dramatize in a fun exaggerated fashion the discovery (gateway moment) of what's possible when you can unlock with a look in a setting familiar to the target audience.
And finally, a campaign by Samsung that turns the tables on Apple...
Join The Flip Side (2) | Samsung Galaxy | Wieden + Kennedy | 2023
Dramatize the sheer terror [Apple iPhone] owners have when they see other people using a Samsung flip phone and use this emotional conceit to communicate that switching phones is nothing to be afraid of.
