Apple Fumble Ad Shows Off Durability of iPhone 12 Ceramic Shield

Apple posted a new ad on its YouTube channel this week showing the benefits and durability of the ceramic shield glass in the iPhone 12.

Entitled “Fumble”, the quirky and fun 30-second advert features a woman dropping her iPhone accidentally on the street while talking to someone on the phone. After she remarkably tries to catch it over and over again, eventually the iPhone 12 falls face flat into the ground, but thanks to its tough ceramic shield glass, it sustained no damages whatsoever.

Apple said in the video description, “iPhone 12 with Ceramic Shield. Tougher than any smartphone glass. Relax, it’s iPhone.”

The Fumble ad features the song “The Conference” by Nitin Sawhney.

This latest advertisement is part of a new iPhone 12 campaign that Apple used from an ad they aired earlier, last week to be precise. It used the same slogan “Relax, it’s iPhone”. Named “Cook”, the video showed the iPhone 12 being subjected through a lot of wear and tear – the chef spills and splashes flour and water onto it. He even smacked the iPhone 12’s ceramic shield glass with a wooden pepper grinder and had dropped the unit a few times. The chef didn’t seem fazed as he continues to groove to the music.

For more interesting videos from Apple, check out their official Youtube Channel.

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