The first ad, titled “Midnight” and about a minute long, follows the impromptu twilight journey of a skateboarder around suburban streets as he utilizes the camera’s photo and video capture capabilities in various solitary encounters.
The iPhone 7 Plus is seen being used to record video through a mist of lawn sprayers, take a photo of moths dancing around a dim light bulb, and capture the moment a young deer wanders into a gas station forecourt.
Later, the skateboarder alights to venture into a forest wood, where he eventually discovers a tantalizing moonlit cityscape. The ad concludes with the tagline, “low-light camera on iPhone 7 – practically magic”.
The second ad is a 30-second spot called “Morning Ride” and depicts a man going into his garage and preparing himself and his bike for a pre-dawn ride while a violent lightning storm passes overhead.
He is seen using an iPhone 7 to check the weather forecast, and then fixes the handset to a handlebar mount while he dresses for the outdoors. He checks his route on a cycling app, before raising the garage door to reveal thundering rain and stormcloud-capped mountains in the distance. The same tagline as the first ad appears in conclusion.
The two ads offer a lot more substance than Apple’s previous, more abstract iPhone 7 teaser commercial, but continue with the same darkened theme to portray the phone’s flagship upgrades and black handset color options. The iPhone 7 and 7 Plus boast IP67 standard splash, water, and dust resistance, while the new 12-megapixel cameras (dual-lens in the Plus) feature Quad-LED True Tone flash, auto-image stabilization, and exposure control.
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