Apple Canada puts hockey greats P.K. Subban and ‘Jumbo’ Joe Thornton in latest iPhone spot

Lost something on the ice late at night? Relax, you don’t need to worry

Published On
Feb 15, 2023
P.K. Subban in the new Apple Canada ad

Editor's Pick

The flashlight on iPhone is one of its great unheralded features, and it’s put to good use in this amusing 30-second spot from Apple Canada, starring retired hockey stars P.K. Subban and “Jumbo” Joe Thornton.

Both players had long and distinguished NHL careers, but now they’ve returned to pond hockey—or more accurately, remote majestic lake hockey. But something’s the matter. Both men are wandering around the ice, using their iPhone flashlight to search for ... something.

Will they find it? Where is it? What is it?


The spot—emphasizing the all-day battery life on iPhone 14 and iPhone 14 Plus—was directed by Sam Brown. The music track is “Where Are You” by Herb Johnson. The ad follows two other recent “Relax, it’s iPhone” spots, including the very entertaining one with Leon the lizard.

The Canadian campaign will run in broadcast and online.