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19 September 2019

Messy business.

by Andrew MacGregor

Apple iPhone: “It's Tough Out There” - 60s

To say it's tough out there may be the understatement of the year, but it's also the tagline of Apple's latest commercial. The tech giant aim to show they mean business in an increasingly crowded smartphone market, and that requires one sturdy piece of kit: the iPhone 11 Pro.

Said device is put through the wringer here, as it faces an onslaught of toys, vegetables, and everyday accoutrements in a wind tunnel. Suffice it to say, we don't envy those tasked with cleaning up afterwards.

What makes the ad really pop, however, is the tactile sound design and surprisingly ominous soundtrack. As Soondclub's 'Dvolution' ratchets up the, erm, tension, each thump, squelch, and clank lands with satisfying force... and convincingly suggests Apple's latest is made of the right stuff.

Film Production: Rogue Films Ⓟ Ⓦ
Director: Sam Brown Ⓟ Ⓦ
Producer: Anita Wetterstedt
Cinematographer: Matthias Koenigswieser

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