Apple Shows Off the iPhone 7's Low Light Camera in a Dreamy, Beautiful Spot

'Practically Magic' Campaign Also Includes Ads for Apple Watch and Waterproof Phones

Published On
Sep 19, 2016

Editor's Pick

Apple has followed up last week's new product announcements with a new campaign taglined "Practically Magic," promoting different aspects of its updated technology for the iPhone and Apple Watch.

Of the three new ads, the most gorgeously crafted is a one-minute spot that broke during the Emmys, entitled "Midnight." It depicts a young insomniac skateboarder on a midnight excursion to indulge in some low light photography on his iPhone 7 camera. Set to the dreamy track "In a Black Out" by Hamilton Leithauser & Rostam, he seeks out stuff you'd never see during the day: the moon's reflection in a puddle, moths drawn to a naked bulb and a lone urban deer on a gas station forecourt (is that a reference to Canon?). To remind us the phone is now water-resistant, he also skates throught some garden sprinklers capturing their mist.

Water is also the theme of a 30-second spot entitled "Morning Ride," which sees a cyclist set off with his phone on his handlebars in the middle of a raging thunderstorm. This is a more energetic spot, set to "Thunderstruck" by AC/DC, and should appeal to fitness fanatics, whether or not they like getting wet.

So, too, should the Apple Watch spot, "Go Time," which features people using their watch to record a whole range of activities, from yoga to swim racing, cycling in the rain (again) to surfing -- as well as just relaxing in an infinity pool and being late to meet a friend. The music here is Nina Simone's "Sinnerman."