Apple is touting the ‘clean up’ feature on the iPhone 16 with a kooky spot that shows a young man determined to show off his muscular physique. The trouble is, his mother is taking the photos, and she can be seen in the reflection of the bedroom mirror. Thankfully, viewers learn that the impromptu photographer can be edited out of the final images with ease.
The comedic spot comes from director Andreas Nilsson, who is known for contributing to music videos for the likes of The Knife, MGMT and Goldfrapp.
The campaign will run across Apple's digital platforms, social media, and broadcast channels.
Apple ads have been on a creative roll at the moment, with its latest AirPods film starring Pedro Pascal being met with a positive reaction.