Ad of the Day: Apple goes old school in emotive film highlighting iPhone 'Memories' feature
It's possible Apple has drawn inspiration from John Lewis for its latest spot, which tells the emotional story of an elderly film archivist who uses old school photography and printing techniques to bring memories to life.
The ad shows an eldery man curating one family's memories
'The Archives' focuses on the iPhone's 'Memories' tab function which curates the best images from specific events and time periods then syncs them to music.
The ad opens with an archivist walking through a memory vault filled with millions of images and videos. As he carefully flicks through the collection he selects a series of images depicting the memories of a young mum and her family.
He is shown tearing up as he watches reels of little moments she's captured on her phone, before stringing them together to make a movie called 'Together'. The ad is meant to represent how fast Apple's technology allows for this painstakingly personal process to take place.
The film is soundtracked by a slow-paced cover of Unchained Melody, which was played and sung by classical Italian composer and multi-instrumentalist Luca D'Alberto.
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