Apple: The Bucket by TBWA\Media Arts Lab

Apple is continuing its Chinese New Year theme of shooting ads using its own phones but has refreshed the story for 2019, focusing on the tradition of taking a ‘taste of home’ back after the holiday.

The story of ‘The Bucket’ is brought to life by director Jia Zhahngke, telling the story of a young man who is given a troublesome cumbersome bucket to take home by his mother. Shot on the iPhone XS, the ad depicts some of China’s impressive landscapes as it follows his journey from country to the city with the heavy and inconvenient bucket.

The big reveal is that the bucket has been safely housing some fresh country eggs, protected by heavy sand. Apple says the eggs are used to symbolize “the fragile yet unbreakable love of his mother”.