Apple goes retro to show off personalised memory videos in new campaign

Apple has launched a new ad to promote the Memories tab in the iPhone 7’s Photos app, starring an old man creating slideshows out of his archives for the phone’s users.

The 30 second commercial shows a mother looking through her phone as the elderly man works away in his warehouse to find Apple more users’ memories.

The man then goes through his archives and picks outs videos and photos, editing them together before they come up on the woman’s iPhone.

No words are used throughout the commercial.

A longer one and a half minute video has been made showing how the man makes the memories into videos and puts them together.

TBWA is Apple’s creative agency of record.


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