Apple’s Chinese New Year Ad Promotes The iPhone X By Never Showing One

Apple’s Chinese New Year Ad Promotes The iPhone X By Never Showing One
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The short film, which tells the story of a mother and son reuniting on Lunar New Year, was shot with the iPhone X

Sara Roncero-Menendez
  • 16 february 2018

Lunar New Year, like many holidays, is a time for families to be together, but it can be easy to forget about those who have to work. An Apple commercial tells the story of a mother who must work during Chinese New Year and can only see her son for three minutes at a train station before the train departs.

The emotional seven-minute video was shot by Hong Kong director Peter Chan on the iPhone X, but there are no phones in sight. The idea is to show off the quality of the phone’s camera and how professional it can look—and not including the actual product in the commercial makes the narrative feel more genuine. The ad has already gained popularity in China, with a version on social network Weibo earning 37 million views.

Apple

Lunar New Year, like many holidays, is a time for families to be together, but it can be easy to forget about those who have to work. An Apple commercial tells the story of a mother who must work during Chinese New Year and can only see her son for three minutes at a train station before the train departs.

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+Apple
+Arts & Culture
+arts & culture
+Asia
+china
+mobile
+technology
+work

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