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: