Apple’s new ad cinematically captures the pressure of remembering yet another password and transforms our shared frustration into a high-stakes quiz show
Recalling a password becomes a high-stakes quiz show in Apple's visually detailed new spot.
Remembering a new password, even one you just created this morning, can stump you in any situation. Sometimes it can even feel like you’re in the spotlight, sweating in front of a gleefully tense and elegantly dressed audience of hundreds—or at least, that’s the metaphor Apple is going with in its new spot for the iPhone X.
In the ad, we see a golden-age quiz show contestant doing the mental gymnastics of remembering his newest password, as the crowd becomes increasingly worked up and borderline hostile.1:3
With the payoff being that the iPhone X makes password management simple by using your face as a universal login, the spot is rich in costume and set design, among other fun details. In a few fleeting ...