Apple taped iPhones onto hockey gear to capture the action of the game

Spot for the Canada market promoting the iPhone 11 Pro used hockey tape to fix the devices onto skates, a goal and more

Published On
Aug 03, 2020

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Last year, Apple turned to eight teams from the National Hockey League to shoot scenes of their life on the rink to capture a true insider’s look at the game as part of its ongoing “Shot on iPhone” campaign. Now, the company is relying on the gear.

In a fast-paced new ad for the Canada market starring Canadian NHL players Marc-Andre Fleury and Mark Stone of the Vegas Golden Knights, Apple used hockey tape to strap iPhone 11 Pros onto various pieces of game equipment, including skates, a hockey stick, a goal and even an ice resurfacer. The point was to show how the device, with its Ultra Wide and slo-mo features, can capture angles that its big camera brethren can’t. 

The new ad, created out of TBWA/MAL, drops just in time for the return of the NFL. It was shot before COVID-19 shut production down around the world.