Apple has unveiled a cinematic new spot to mark the launch of its iPhone 17 and 17 Pro series, showcasing the durability of its latest flagship device.<\/p>\n
Titled “The ultimate pro”, the one-minute film is set to Connie Francis\u2019 Come rain or shine and opens with a pirate plummeting from a ship explosion. A woman on a harness films the action with an iPhone 17 Pro mounted on a tripod, as debris crashes around her and the phone, yet both remain unscathed.<\/p>\n
The ad then moves through a series of high-intensity scenes: a journalist holding her ground in a raging storm while her crew scrambles for cover; filmmakers racing after horses down a muddy path as the device is splattered with dirt; and a driver speeding along a racetrack with the iPhone fixed to his dashboard, enduring clouds of dust and sand.<\/p>\n
Don’t miss:\u00a0Apple spotlights Aceh’s Ratoh Jaroe dance in latest #ShotoniPhone feature<\/a><\/b><\/p>\n In another sequence, a UFO slams into a dystopian set, sending debris flying into the crew as the iPhone continues recording. The spot closes with a helicopter roaring overhead as people duck for cover\u2014while the orange iPhone 17 Pro stands steady, framed as unbreakable.<\/p>\n “This is iPhone 17 Pro. With a durable design and 48MP Pro Fusion camera system, it\u2019s the ultimate Pro. It has a heat-forged aluminum unibody, and ceramic shield now protects the back, while on the front the new ceramic shield 2 has three times better scratch resistance. iPhone 17 Pro is loaded with the most cinematic camera we\u2019ve ever made, featuring an eight-times optical-quality zoom to get even closer to the action,” the caption read.\u00a0<\/p>\n MARKETING-INTERACTIVE has reached out to Apple for more information.\u00a0<\/p>\n The campaign lands just as Apple prepared for its iPhone 17 reveal, and rival Google<\/a> was quick to seize the moment. The tech giant released a cheeky Instagram video featuring its Pixel phone alongside an iPhone in a field of chickens. <\/p>\n The skit opens with iPhone struggling to teach the birds to sing, a callback to an earlier Pixel video, before Pixel reveals the chickens were created using its Gemini AI tool. Pixel then shows off further AI-generated clips, from turtles running an investment bank to reptiles studying mathematics, prompting a comical \u201cOh no\u201d from iPhone.<\/p>\n The Instagram caption read, \u201cWhen iPhone’s plans run afowl, Pixel promptly generates some helpful advice,\u201d positioning the video as both a showcase of Gemini\u2019s creative capabilities and a playful jab at its rival\u2019s big launch.<\/p>\n Apple is also no stranger to cinematic storytelling. For Chinese New Year earlier this year, the brand released “I made a mixtape for you<\/a>“, a film entirely shot on the iPhone 16 Pro. Directed by The Greatest Showman\u2019s Michael Gracey, the campaign was created with TBWA\\Media Arts Lab Shanghai and featured Oscar-winning cinematographer Erik Messerschmidt, Hollywood choreographer Ashley Wallen, and Shanghai screenwriter Wu Jue Ren. The short film follows a young man named Wei as he embarks on a journey to find love, showcasing the advanced camera capabilities of the iPhone 16 Pro.<\/p>\n Accelerate your brand\u2019s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24\u201325 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.\u00a0<\/strong><\/p>\n Related articles:\u00a0 \u00a0\u00a0<\/b>
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