Apple pitches iPhone’s battery life with a lonely power outlet singing the blues

François Rousselet directed the new spot, which features the track ‘Way Too Long’ by Doe Boy

Published On
Jan 02, 2024
An outlet next to a light switch

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Longer battery life on your phone is generally a good thing, but it can lead to some collateral damage—as we learn in Apple’s new commercial, created in-house, for the iPhone 15 Pro.

The 30-second spot features a power outlet who’s feeling lonely now that the iPhone no longer needs to be charged as regularly. The outlet lets its feelings be known in song via a new track, “Way Too Long” by Doe Boy, co-written and produced by Breyan Isaac.

Our iPhone user, though, is blissfully unaware of the outlet’s woes, engrossed in entertaining phone content as the socked mourns its erstwhile days of regular coupling. 

 

The spot was directed by François Rousselet through production company Division Global. The full version of “Way Too Long” is available on streaming platforms.

Phone makers have used power outlets to deliver messages about battery life before, including a memorable campaign from Samsung a decade ago that placed ads near outlets in airports—speaking directly to iPhone users, back when the device’s battery life was relatively poor.