Apple has premiered three new “Shot on iPhone” ads that use a humorously dramatic method of highlighting the camera features on the iPhone 13 Pro. Each ad highlights a different camera feature.
In “Detectives,” a pair of detectives discuss Cinematic mode while sitting in a car on what appears to be a stakeout. Cinematic mode allows users to shift focus between subjects in a shot. The foreground detective mentions tells his partner that the focus is on him since he’s the main character while the background “supporting cast” detective asks whether he’s out of focus and “what if my character had a big reveal?”
In “The Basement,” a woman walks through a dark house as a ghostly voice yells “Help me!” Opening the door to the basement, the woman says “I’m scared…that the picture quality will suffer in such low light.” However, the voice from the basement reassures her that she “looks really good.”
The final ad is entitled “Pavel” and it features black-and-white footage zooming in on a man sitting alone in a chair while somber music plays. A Russian-speaking woman enters and asks if he is okay, then saying “this slow unnerving zoom suggests you are descending into madness.”