Apple this afternoon shared a new iPhone XS and XS Max ad called “Growth Spurt,” which is a nod to the larger screen size of the 6.5-inch iPhone XS Max.
In the minute-long spot, everything that’s photographed with the new iPhone XS Max grows to an enormous size, including a cat, an avocado toast, a corgi, a woman, a golf ball, a pot sticker, a cookie, a fish, and more.
AdWeek got the inside scoop on the ad, which was directed by John Hillcoat, who also directed Cannes Lions-winning film Corazón. The video uses the song “Catch My Breath” by Confidence Man.”
Apple’s two new devices, which feature an upgraded A12 chip, better photography capabilities, Face ID, and more, launched last week and are now available for purchase online and in Apple retail stores.
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