When it comes to good marketing, Apple knows exactly what to do to promote its products. Although the brand already plans to make the big announcement regarding its iPhone 12, things are still spinning around the iPhone 11 Pro. “Oh God, the smartphone is so cool, one can literally shoot a music video from head to toes with it. Don’t you trust us? Then let Lady Gaga prove it for you. Or Selena Gomez.” The iPhone even conquered the cinema world. Sean Baker’s breakout indie “Tangerine” and Steven Soderbergh’s “Unsane” were both shot using the iPhone (although some old versions of the device).
Not a second, we at branding.news, did underestimate the power of the iPhone 11 Pro. We were convinced of its power once we saw the “Snowbrawl” ad. Made in partnership with David Leitch, the co-director and executive producer of the John Wick films, Atomic Blonde, and Deadpool 2, the campaign captured the very essence of a snow battle — all filmed in 4K. Once you see the ad, you’ll simply be delighted by what a phone can do.
For its latest initiative, “Hermitage,” Apple had put the iPhone 11 Pro to a real and tough challenge. Over five hours of filming in one continuous take. In a 4K resolution! And you know what? By the end of the filming, the phone had 19% battery charge still left. Pretty neat, huh?
The five-hour-long experience carries you inside the iconic Hermitage Museum in Saint Petersburg, Russia. There, you’ll “walk” through 45 galleries and admire 588 masterpieces. Also, there are two live performances waiting for the public. Yet, the highlights include a ballet duet by the Hermitage Theater, a live performance by Kirill Richter, and views of works by Rembrandt, Raphael Loggias, and Caravaggio’s The Lute Player.
“This video to me is all about connection through time,” says the 29-year-old Russian filmmaker behind the ad, Axinya Gog, “art that is timeless meets modern life and state-of-the-art technology.”
Given that this is not the best time to travel, Apple’s initiative can be considered as “The right man, in the right place, at the right time.” But most ads run around 30 seconds to one minute, so we don’t know for sure who will spend the time watching the entire experience. Then again, what else can you do with so much free time at hand, now, during the pandemic? For those who consider that every moment is precious and has to be spent wisely or simply are not patiently enough, the brand prepared a one-and-a-half video, which captures the real spirit of the entire adventure.
Oh, we almost forgot: Apple also prepared a playlist of tracks used in the film, on Apple Music. “The soundtrack creates a unique, evocative atmosphere, and so does this playlist, full of vibrant electronica and spirited neoclassical music by modern composers such as Kirill Richter as well as new pieces composed by Anton Schwartz, Roman Litvinov (aka Mujuice), and Gabriel Prokofiev,” says Apple.
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