Apple's Vibrant Ad Salutes Brazil's Carnival -- in Portrait Mode

Video Shot on Really Expensive iPhone7 Plus Captures the Exuberant Celebration

Published On
Feb 15, 2017

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With Brazil's Carnival only a week away, Apple is joining the celebration with a stop-motion video shot entirely in Portrait Mode on its iPhone 7 Plus and posted on Apple's Brazilian YouTube channel. The 500 pictures of people in a variety of costumes and makeup capture the exuberance and beauty of Carnival.

The video is called "Meu Bloco na Rua," a reference to the people who gather in large groups called blocos to sing and dance down the street during Carnival, often while drinking. The blocos are a big part of Brazil's street carnival, or carnival da rua, that takes place far from the expensive, choreographed samba school parades.

The soundtrack is a remix of a 1973 samba song called "Eu Quero E Botar Meu Bloco na Rua" ("What I Want Is to Put My Bloco in the Street"). This version, by BaianaSystem and Sao Paulo rapper Yzalu, is of course available exclusively on Apple Music. The pictures were taken in Olinda, a beautiful colonial city in northeastern Brazil that is renowned for its Carnival celebration. Portrait Mode's depth-of-field effect captured clear images in the foreground while the background is blurred. Apple's ads are a collaboration between Apple and TBWA/Media Arts Lab.

It's unclear how many Brazilians will be shooting their Carnival videos on an iPhone 7 Plus. The iPhone is so pricey in their country that Brazilians often buy them on shopping trips to Miami. When the iPhone 7 Plus launched in Brazil in late 2016, tech websites reported that the phone cost almost twice as much there as in the U.S. (A Deutsch Bank price survey in 2016 found that Brazil was the most expensive country in the world to buy an iPhone6).