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14 January 2019

Tonal Takeover

by Syd Briscoe

Apple: “Color Flood” - 60s

Apple encourage customers to fully embrace colour with this visually arresting ad. Boasting a substantial cast of freerunners with Prague as their playground, it's yet another memorable outing for the tech giant. One that looks like it could be the Crystal Skull in relation to the Sony Bravia trio from the mid-noughties.

Directed by Rupert Sanders, the tightly-choreographed film has a surreal feel as waves of brightly-coloured jumpsuits create moving works of art. The choice of song (Cosmo Sheldrake's 'Come Along') may seem incongruous at first, but the track brings an added sense of whimsy to proceedings.

Naturally, some consumers may need more persuasion to drop upwards of $700 on the iPhone XR, but this attractive effort nonetheless provides a spirited introduction to the new model's potential

Film Production: MJZ Ⓟ Ⓦ
Director: Rupert Sanders Ⓟ Ⓦ
Editor: Neil Smith Ⓦ @ Work Ⓟ Ⓦ
Music: Cosmo Sheldrake - Come Along
Location: Prague

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