‘Memory’ dramatizes the struggle users have to recall each password using the metaphor of a high stakes game show.
In it, a man sits at the end of a long, wide table on stage at a grand old theater, packed with people awaiting his every word. At the other end of the table is a quiz master in front of an intimidating gold box with an ominous red button. The quiz master gives the man one “final memory challenge – this morning, you created an online banking password. What is it?”
The man then tries to recall the password, as the pressures of a ticking clock and crowded auditorium serve to heighten the moment. The man hems and haws, plumbing the depths of his memory, the quiz master reaching for the red button. As the clock ticks its final seconds, he looks down to his iPhone X, and Face ID automatically unlocks his app.
The ’Memory’ spot is in contrast to the upbeat, slick, dance-based ads Apple has been putting out for the iPhone X and Face ID lately. As with most Apple ads, no agency was given for the creative.