Ad of the Day: Apple lures customers over to iPhone in split screen social campaign

Apple has created a series of 15-second social spots to promote its Life Is Easier On iPhone campaign, which highlights how and why smartphone users should make the jump to an iOS handest.

A total of eight ads have been created, each featuring a split screen depicting the difference between ‘Your Phone’ and ‘iPhone’.

The newest clip – Security – features a shifty-looking reprobate who tries to break the wall between the two rooms in the video. When he can’t break into the iPhone side (presumably due to the handset’s tight grip cyber security) he leaves instead with the lettering of ‘Your phone’.

Other films in the campaign include Smooth, Contacts, Music, Photos, Jump, Fast and Privacy. Each directs viewers to Apple’s Switch website, which gives advice on swapping from Android or another operating system.

The ads are reminiscent of the ‘I’m a Mac/I’m a PC’ creative of the 2000s.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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