The ads were designed to put a spotlight on some of the main features of Apple’s latest flagship smartphone, specifically the durability of its Ceramic Shield glass and its more generous battery life.
The first ad is named “Run Baby Run”, which highlights the Ceramic Shield. The video demonstrated that even if your iPhone ends up in the hands of your adorable yet mischievous kid, it is better protected against nasty drops compared to previous iPhone models. Bear in mind, though, that Ceramic Shield does not increase an iPhone’s resistance to scratches – only drops.
The tagline of the video reads, “iPhone 13 with Ceramic Shield. Tougher than any smartphone glass. Relax, it’s iPhone.”
Longer Battery Life
The second ad, entitled “Doin’ Laps”, features the battery life of the iPhone 13. In the ad, a child has mounted an iPhone on his bike, and proceeded to record a video of himself as he cruises ‘like a boss’ around his neighborhood. He’s so into it that five hours later, the phone is still recording his journey.
Apple says, “What will you do with even looooooonger battery life? Relax, it’s iPhone.”
Chinese New Year | The Comeback – Shot on iPhone 13 Pro
Alongside the two new iPhone 13 ads, Apple also released a 23-minute short film shot entirely on an iPhone 13 Pro. Entitled “The Comeback”, the film was made to commemorate the Chinese New Year and it also shows off the device’s stunning Cinematic mode, which enables the user to shoot cinema-grade footage.
Apple’s description reads, “Kick off the Year of the Tiger with the story of a father, a son and a forgotten village with an out-of-this-world dream. Apple and director Zhang Meng present their latest Chinese New Year film “The Comeback”.