From Apple taking vertical slices of cinema history in their extraordinary new ad film to Nescafe India’s encouraging spot about restarting lives in the new normal, here are the ad campaigns that caught Ritwika Gupta’s attention this week.

1. Apple

Apple has unveiled a new 9-minute ad film that has been entirely shot on the iPhone. However, unlike their other films, this one was recorded vertically. According to Apple, the ad, titled “The Stunt Double” was filmed by Academy Award-winning director Damien Chazelle using an iPhone 11 Pro. It showcases a journey through cinema history, reimagined for the vertical screen. From action movies to silent films, spy flicks and westerns, classic genres are flipped vertically, reframing and modernizing the magic of films. The ad opens with a stunt man who appears to be falling to his death after a parachute fails to deploy. The stunt man then finds himself dropped into a silent film, an action movie, a Western, a Hitchcock thriller and more. Throughout, we see a romance growing between him and the leading lady, but unfortunately, he is always pulled away at the last minute so that the leading man can claim the kiss. The film is super impressive. I like how the ad recreated some iconic scenes, originally shot using wide anamorphic lenses, in vertical format. In my opinion, it is just unbelievable how the brand has imagined a parallel universe where movies were shot vertically. What an incredible way to dramatise the excellence and potential of the iPhone 11 camera. The ad also highlights the ways in which vertical would have perhaps enhanced the framing of shots in genre films like Westerns. The video also shows how vertical is better for framing faces, especially closeups. Besides the short film, Apple has also shared a behind-the-scenes video entitled “Making Vertical Cinema” with director Damien Chazelle. In the behind-the-scenes video, Chazelle said the process gave him a far deeper appreciation for the phone and for the largely untapped potential of vertical video.

Campaign: “The Stunt Double”
Agency: TBWA\Media Arts Lab

2. CompanyCam

‘CompanyCam’ is a photo app that allows you to take pictures and automatically connects them to the right job and syncs back to the office. It also organizes all job site documentation. The brand has launched a new ad capturing the struggles of ‘Luke’s first day’ at CompanyCam. Luke is the new customer support executive who falls prey to the accent of a New Zealander. It is a hilarious spot. When it comes to comedy, accents are key and the ad plays on this idea. I like how it adds humor through cheeky wordplay and puns. The spot does crack you up with the writing. It is really creative with a proper story-line in place. The actors are also very good. Comic timing on point! At the same time, the film does give an overview of what the app is capable of doing. I think brands that are not afraid to make fun of themselves appear more human and relatable. Honestly, I did not know of ‘CompanyCam’ before but this ad made me go and check out what the photo app is all about. Overall, I had a good laugh although I am afraid to ask where the inspiration for this commercial came from!

Campaign: ‘Deck Pics’

3. Nescafe India

Nescafe India has rolled out a film that looks to spread optimism as the country continues to deal with the Covid-19 pandemic. Titled “Karne se hee hona hai”, the ad opens with the current, existing environment filled with its uncertainties. Very quickly, the ad goes on to show how young boys and girls are seizing opportunities amid the challenges. The 1.5-minute spot aims to tell us that life gives chances to those who wish to find them. Conceptualised by McCann Worldgroup, the film hopes to motivate millennials and mentally stimulate them to restart their lives. Backed by an upbeat soundtrack that pumps you up, here we see Nescafe as a companion, in the journey towards our ‘new normal’. The brand is featured as an ally that motivates and supports people while they go about restarting their lives in the evolving reality. The ad is full of hope and optimism and will resonate with not just coffee lovers but a lot of consumers.

Campaign: Karne se hee hona hai
Agency: McCann Worldgroup