Apple has released a new advertisement that showcases the strength of the Ceramic Shield in their iPhone 12. The 30-second ad takes inspiration from Alfred Hitchcock’s classic horror film, The Birds, and features a woman cycling through a park with her iPhone mounted on the handlebars.
In the video, the woman is seen using Apple Maps for navigation when suddenly, she is dive-bombed by a bird and falls off her bike. As she tumbles to the ground, her iPhone goes flying and lands face-down on a dirt path. Luckily, the phone is cushioned by twigs and leaves, preventing any damage.
The woman quickly retrieves her iPhone and turns the screen towards her, revealing that it is completely undamaged. The ad overlays the scene with the caption, “Tougher than any smartphone glass” followed by “Relax, it’s iPhone.” However, just as she regains her composure, the bird attacks again, causing her to run off.
The Ceramic Shield technology was first introduced with the iPhone 12 and has been praised for its exceptional durability. Tests have shown that it has greater pressure resistance and ranks one point higher on the Mohs hardness test compared to other smartphone glasses.
Currently, the ad is only available on Apple’s Australian YouTube channel but is expected to be rolled out to the US channel as well. The video aims to highlight the superior strength of the Ceramic Shield and reassure customers that their iPhones can withstand unexpected accidents.
Apple’s decision to draw inspiration from Hitchcock’s The Birds adds a touch of suspense and excitement to the advertisement. By showcasing a dramatic scenario where the iPhone is put to the test, Apple effectively captures the viewer’s attention and emphasizes the resilience of their product.
The inclusion of Apple Maps in the ad also serves as a subtle reminder of the iPhone’s versatility and functionality. Not only does it demonstrate the phone’s durability, but it also showcases its usefulness in everyday situations such as navigation.
The Ceramic Shield technology has undoubtedly raised the bar for smartphone durability, providing users with peace of mind knowing that their devices can withstand accidental drops and impacts. With the ad’s impending release on Apple’s US YouTube channel, more customers will be exposed to the impressive capabilities of the iPhone 12’s Ceramic Shield.
In conclusion, Apple’s new ad successfully highlights the strength of the Ceramic Shield in the iPhone 12. By incorporating elements from Hitchcock’s The Birds, the ad creates a captivating narrative that showcases the phone’s durability in a dramatic scenario. With its impending release on Apple’s US YouTube channel, the ad is sure to generate excitement and reinforce the reputation of the iPhone 12 as a resilient and reliable device.
