iPhone 7 Practically Magic with Balloons
Apple is promoting the iPhone 7’s new features with “Practically Magic”, an advertising campaign centered on television commercials with remarkable cinematography. “Midnight” shows a young man on a skateboard capturing the night life of Los Angeles, moths, lawn sprinklers, a deer, courtesy of the iPhone 7’s low-light camera capacity. “Morning ride” features a cyclist preparing to brave the storms outside his home, with his water resistant iPhone 7 attached to the front of his bike. “Balloons” promotes the iOS 10 expressive messages feature. Reminiscent of Albert Lamorisse’s 1956 short film “The Red Balloon”, the iPhone 7 Balloons commercial shows a helium-filled balloon joining others for a journey through forests, oceans and cities to deliver a message. The iPhone 7 Practically Magic campaign was launched on prime time television in the US during coverage of the 2016 Emmy Awards.
iPhone 7 Practically Magic Credits
The iPhone Practically Magic campaign was developed at TBWA\Media Arts Lab.
Music is “In a Blackout” by Hamilton Leithauser and Rostam (Midnight), “Thunderstruck” by AC/DC (Morning Ride), and “I Will Follow You” a version of 1963 Ricky Nelson by Toulouse (Balloons).