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Now that the actors strike is over, Apple has released a love letter to Hollywood that celebrates filmmaking in all its grit and glory.
The ad is set to a new rendition of Irving Berlin’s classic song “There’s No Business Like Show Business,” which was first composed for the 1946 musical Annie Get Your Gun.
Crew including directors, actors, gaffers, makeup artists and production assistants sing along to the tune while going about their jobs on the set of a post-apocalyptic alien movie. From a car chase to a green screen and a makeup chair, the chaos and joy of filmmaking is on full display.
There’s one key difference to this film, however: All the crew members are using the iPhone 15 Pro. The ad shows off the phone’s cinematic features and ability to enhance the filmmaking experience.
Steve Rogers directed the spot through production company Biscuit Filmworks. It launched Nov. 10 during college and NFL games and will run in markets including the U.S., Canada and the U.K.
Apple has previously spotlighted the iPhone’s filmmaking capabilities through campaigns such as a music video for Olivia Rodrigo’s hit single “Get Him Back” and 13-minute film about the Mexican wrestling Lucha Libre.
CREDITS:
Agency: Apple
Director: Steve Rogers, Biscuit Filmworks
Music: “There’s No Business Like Show Business” / Arrangement by Mark Graham, Vocals by Various
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