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Apple's new 'Sticker Fight' ad for iPhone 7 emphasizes iMessage feature

The latest in Apple's advertising campaign for the iPhone 7 and iOS 10 brings Apple's "stickers" feature into the real world in a playful and colorful manner.




The feature starts simply, with a single sticker applied to an seemingly unwilling recipient, who responds in kind with a "thumbs down" retaliatory application. The video escalates through a diner and a sticker fight, and ends on a quieter note with an interaction between two people.



Apple has consolidated the stickers from the ad on a special App Store landing page.

The ad is a diversion from the recent iPad-centric pieces at a minute long, rather than the 15-second vignettes from the other campaign.

The iMessage sticker feature was first revealed with the iOS 10 debut at the 2016 WWDC. The ability to attach the embellishments to a message officially launched with the release of iOS 10 alongside the iPhone 7 and iPhone 7 Plus.