Following on from reports on B&T yesterday that Apple iPhone users are generally wealthier and the phone considered a status symbol by users comes a new spot from Apple touting the merits of its X model’s face recognition software.

The rather eccentric ad sees the young male protagonist attempting to remember a password he only created hours ago via a high stakes game show. The premise being face recognition is a whole lot easier than remembering the name of your car spelt backwards.

Like most Apple ads, the agency behind the work has not been credited; however, it’s definitely a radical departure from recent spots promoting its latest iPhone range that have tended to be all-singing, all-dancing affairs. Check out the work below: