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2 August 2019

Nicely done.

by Andrew MacGregor

Apple: “Nap” - 30s

This amusingly laconic demonstration of Apple's Face ID feature offers solace for those who find the brand's physics-defying choreography too impersonal. Clocking in at just 30", the ad keeps movement to a bare mininum... just the way the idle protagonist likes it.

Asleep on his deckchair by the pool, the grizzled man of leisure is eventually roused by the incessant buzz of his iPhone. Turns out he had plans with someone called Craig - but wouldn't that be a waste of a good electric sun lounger?

Such easy charm serves the often portentous brand well. The simple execution and restrained sound design let the advertised feature speak for itself, while the protagonist's spaced out VO confirms where his priorities lie, so to speak.

Film Production: MJZ Ⓟ Ⓦ
Director: Fredrik Bond Ⓟ Ⓦ (Sonny London Ⓟ Ⓦ)
Producer: Amie Kingsnorth
Editor: Neil Smith Ⓦ @ Work Ⓟ Ⓦ

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