Apple launches uniquely-Aussie tale for ‘Relax, it’s iPhone’ work via TBWA/Media Arts Lab, Sydney
Apple has launched its latest film for the “Relax, it’s iPhone” campaign in Australia via TBWA\Media Arts Lab Sydney, which puts iPhone 15 to the ultimate test featuring the country’s most infamous bird: the magpie.
“Swoop” showcases the durability of the device’s Ceramic Shield through a uniquely-Australian tale of an office worker attempting to escape an oncoming magpie.
The iPhone 15 lineup is built to withstand swooping season and beyond, combining aerospace grade aluminium, and the industry-leading Ceramic Shield front that’s tougher than any smartphone glass.
The film will premiere during the semifinals of the Australian Open, one of the most high-profile sporting events of the year, and will be supported by social and digital.
Agency: TBWA\Media Arts Lab Sydney
Production Company: Scoundrel
Director: Tom Noakes
Post Production: Alt.VFX
Post Production: ARC EDIT
Editor: Lucas Baynes
Sound House: Massive Music Sydney
Music: Apashe & Flux Pavilion – Fracture (ft. Joey Valence & Brae)
Media agency: OMD
44 Comments
Terrible over acting
Come on, it’s an ad.
Fun and natural!
I can imagine it’s quite hard getting local work up for Apple. But is this really the best idea that was presented?
You gotta think about laws in Australia—what can be shown and what cannot. You’ll be amazed how conservative governments are.
Probably not the best idea in the deck, but it’s the one the client bought. Have you ever worked for a client, numbnuts?
Uniquely Australian, but still has the global clients needs at its core. Simple and fun.
Here’s some advice: only present work that you’d like to make.
Simple and fun. Why are people so quick to rip in?
This is why most Aussie creatives shouldn’t have nice things.
My phone fell on a cushion.
Don’t present dumb work that gets you teased on Campaign Brief, numbnuts.
Very disappointing for Apple. Not good.
Happened to me on a ride to Katoomba, so I’m finding it funny.
Hard to compare to the brilliant global stuff, but nevertheless good to see Apple doing some local work down here. It will do the job.
Getting work up for that client is a great accomplishment, but it falls a long way short of the standard Apple work
This would have been hard to get across the line. Bravo!!!
This is great. Big congrats to the MAL team for producing something uniquely Australian. It’s fun.
but where’s the multi-channel integration, yeah? Rather than riding a bike and looking at a map, the girl should be hiking – yeah – and, when she sees the magpie, she swipes open an animated eyes app on the phone and holds it behind her head. The toughness of the phone will be demonstrated by the bird pecking and scratching at the screen and… wait for it… we actually make the app, call it MagP-eyes, and release a case study about how we’ve actually solved Australia’s biggest social problem, yeah. Then we get some googly eyes and take some hilarious pictures of them on really shiny, unscratched surfaces, yeah , release them bouncing to music on TikTok and Insta, then say “we hacked culture”, yeah. Yeah.
Amazing or not, I can’t remember a recent Samsung campaign that felt Australian in this way. Their last good ‘Aussie’ campaign was the Luna Park activation.
Samsung is as stale as dried manure.
Uniquely Australian? You do know that other countries have magpies?
Lovely craft by whoever was behind the lens on this one.
Simple idea. Bangin execution. Noakes reigns supreme.
Absolutely brilliant – creative masterpiece.
Why do all American brands think they need to go ‘hyperlocal’ when they make ads for our market?
To be culturally relevant – have you ever heard of localisation?
Wow great to see some local work get up! Simple, fun, effective.
Money for old rope.
love this
Harsh comments on this one. Clearly some post holiday blues happening. Agree with some of the above… nice and simple with some properly beautiful craft. Would also love to know the DOP that worked on this if someone can share?
Aaron McLisky – brilliant DOP
seems to be same across all US tech / entertainment brands (Google Nest, Netflix, Audible, etc). It’s always what an American client imagines Australian audiences will like. Brilliant ideas are passed over for weaker ones dripping in Aussie-ness.
Ah yes, thanks mate
Also known as magpies. Too many magpies in advertising swooping in and pecking for credit while doing shit all. This hits.
love the brand hues
Could’ve done a topical version. Open on a guy at the beach. It’s Australia Day, and he’s fully decked out in Aussie gear and face paint holding a giant inflatable thong. As he holds up his i-phone to take a selfie, an angry woke mob start throwing rocks at him. Cut to a close up as we see them bounce off the Ceramic Shield screen.
This isn’t a bad idea…and an Australian insight. I assure you there were better ideas in the deck, but so. much happens from idea to execution on these huge brands. Work is solid…not Cannes but solid 🙂
Are some of the people commenting on this work living in? If you don’t understand that getting anything up good or bad is harder than it’s ever been I don’t think you should be confident enough to make a comment. Surely you’ve been given a plum brief and had it murdered over the 6 months it takes to get final approval on it, by which stage it often bares little resemblance to how it comes out. If you don’t know this you really shouldn’t be commenting. This is an ad for a global brand that was made for Australia and the idea is still in tact. If you can’t respect that you definitely shouldn’t be commenting. Better still post your comment and add a link to your site so we can see how you nailed the last global brief you got. I’ll wait.
A good music track and this would have been a proper Apple spot. But it doesn’t have. So it isn’t.
A lot of people from the agency apologising or making excuses for the finished result.
…the standard tired CB response where anything positive is the agency and anything negative is gospel.
Nothing to apologise for here. Good spot with great craft.
Fantastic idea with that in other hands could have fallen flat. Gotta hand it to Noakes and McLisky, this slaps.
Nice one Stu, Toakes and team. Solid first runs on the board for a tough client and the craft is schmick. Well done.
we could have stopped after the first comment
Preferred the performance by this magpie in the Google spot 4yrs ago https://youtu.be/lR-t9HnaHYQ?si=PwTeLdOAN6p7CvRx