Roger Fingas
Apple this weekend premiered four new "Shot on iPhone" ads for the iPhone X in Australia, all themed around first dances at weddings.
The spots are also focused exclusively around gay and lesbian couples, specifically "Antony and Ron," "Nick and Rob," and "Meg and Anne-Marie." Three are 15 seconds long, while the fourth is a full minute and splices several weddings together. All four commercials are set to a Courtney Barnett cover of INXS's "Never Tear Us Apart."
The LGBT theme was likely chosen to reflect the very recent legalization of gay marriage in Australia, made official Dec. 9.
Notably the ads make no reference to specific features, such as 4K support or twin lenses. Many of Apple's iPhone X ads have concentrated on its edge-to-edge OLED screen or the front-facing TrueDepth camera, which supports Face ID and animoji.
Charles Martin
Wesley Hilliard
Marko Zivkovic
Andrew O'Hara
Malcolm Owen
Amber Neely
57 Comments
Idiotic activism.
I am sure this campaign is recognizing the recent change in Australia to allow same sex marriage as well as it being released during the Sydney Mardi Gras festival.
The timing of the ads is in the week leading up to Sydney’s Gay and Lesbian (LGBITQQ) Mardi Gras. 40th anniversary this year.