Apple Pay has enlisted English director Edgar Wright for its latest ad, and B&T reckons it’s a banger.
A man enters a corner shop and is confronted by a gang. A fight breaks out and the man grabs whatever he can use as a weapon only for the cashier to interrupt and ask them to pay.
The man whips out his iPhone and quickly transacts using Apple Pay, giving him an advantage because the gang members only have cards buried in their wallets.
He is now the only one with a weapon – a string of salami.
What follows is a hilarious kung fu scene where the protagonist continues buying more products at rapid speed to eventually defeat the gang and send them fleeing.
Wright is known for directing the hilarious cornetto trilogy (Shaun of the Dead, Hot Fuzz and The World’s End). His more recent work includes Baby Driver, Running Man and Ant Man.
He is known for his tightly edited action sequences and visual storytelling. Apple credits him as the director of the commercial, which mixes those techniques with the company’s familiar focus on everyday product features.
