From Ridley Scott’s ground-breaking 1984 Super Bowl commercial to the dancing iPod silhouettes, Apple has made some iconic ads over the decades. It’s latest iPhone 7 campaign aims big with an emotional campaign called ‘The Archives’.
Supporting its iPhone 7, the campaign takes the smartphone’s ‘Memories’ capacity to make home movies, collect photographs and then turns it into a heartfelt short film.
The futuristic ad centres on an old archivist wheeling a trolley through a vast building, gathering artefacts from across the archive.
The archivist’s film-within-a-film is a home movie called ‘Together’. In it, a young couple and their children are seen growing older together, as the footage jumps between different periods and pivotal moments.
The home movie is scored by Lykke Li’s cover of ‘Unchained Melody’.
In the final moments of the ad, we see that the archivist’s home-movie was in fact a product of the iPhone’s ‘Memories’.