Apple has gone for a simple but highly effective campaign to promote the selfie taking ability of its new iPhone X, employing boxing great Muhammad Ali’s famous 1963 “I Am The Greatest” speech.
The ad shows simple selfie photos taken by the phone as Ali’s hubris plays over the top.
Ironically, the ad plays on the narcissism of taking a photo of yourself and the glorious narcissism of Ali’s legendary rant.
The newly launched X (or Ten) celebrates the tenth anniversary of the launch of the iPhone with the company anticipating global sales of around 20 million for the first quarter of 2018. Check out the new spot below: