Apple: Growth Spurt

Client: Apple
Date: Sep 2018
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When taking pictures with the new iPhone XS or iPhone XS Max, prepare for the subjects of said photos to grow exponentially. That’s the concept behind the latest ad by Apple for its largest display ever for an iPhone.

The latest film from the brand, titled ‘Growth Spurt,’ highlights the display on the iPhone XS and iPhone XS Max that makes everything people love to do on their phones bigger and better than ever before.

Whether it’s filming a baby’s first step, gaming with Super Mario or connecting with friends on Group FaceTime, everything on the custom OLED displays is more extraordinary, according to the ad, and a heck of a lot bigger. A girl taking a photo of her cat is stunned to see him grow to lion size, while a Corgi takes up nearly half a city block. The baby taking the step is suddenly a giant, while a woman taking a selfie towers over the crowd. Cookies and golf balls are enlarged, a gum bubble takes its chewer aloft, and even Mario from the gaming world grows in size while being played on the XS.

Director John Hillcoat depicts the larger than life experience on the big screens of iPhone XS and XS Max with this 30-second spot. As with most Apple ads, this one is scored smartly, with the upbeat song Catch My Breath by Confidence Man. The spot ends by showing the XS and XS Max side by side.

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