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Reading: Apple Unveils Staggering Eight-Minute Spot For Chinese New Year All Shot On An iPhone
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B&T > Campaigns > Apple Unveils Staggering Eight-Minute Spot For Chinese New Year All Shot On An iPhone
Campaigns

Apple Unveils Staggering Eight-Minute Spot For Chinese New Year All Shot On An iPhone

Staff Writers
Published on: 15th January 2020 at 11:08 AM
Staff Writers
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Apple has struggled for traction in the Chinese market, but the brand is pinning its hopes on a new year and a new campaign to persuade the nation’s often American-phobic consumers.

At over eight minutes long, the ad was reportedly shot entirely on one of Apple’s new iPhone 11 Pros.

Called “Daughter”, the spot stars acclaimed Chinese actress Zhou Xun and is more a short film about three generations of Chinese women coming together at Chinese New Year and comes with all the sentiment and pathos you’d expect.

The meaning behind the spot, according to Apple, is “no matter how much we all grow apart, humanity has the power to bring us together”.

The ad’s the work of TBWA\Media Arts Lab, with Apple preferring to use an agency this time around over its usual in-house creative teams.

It was directed by Academy Award-nominated director Theodore Melfi and award-winning cinematographer Lawrence Sher. Check it out below:

https://www.youtube.com/watch?v=bvtwWhKdxhM&t=17s

 

 

 

 

 

 

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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