- Creative Advertising: Apple Plays With Action Movie Tropes in New iPhone 16 Ad
Most every self-respecting Hollywood action flick contains the following scene: a few grizzled cops walk directly toward the camera – in dramatic slow motion – while the background lights up with explosions and fireballs.
Apple pokes fun at that well-worn concept, reuniting a pair of law-enforcement characters who have appeared in previous commercials, in its new spot for iPhone 16. The sequel comes from the brand’s in-house Apple Marcom agency and lauded director David Shane.
The 60-second ad plays with the classic “walk away from explosion” scenario, while the two macho stars engage in a bit of meta dialogue. One says what every movie fan has been thinking for years, “…when there’s a giant explosion behind us, maybe it’s not the best time to walk in slow motion.”
And as an added cheeky kick, the commentary is also in slow motion, with cop #1 assuring his partner that the approach “maaaakes the sceeeene feeeel morrre cinemaaaatic.”
The brand takes a page from its own successful playbook with the latest work, continuing to use its iPhone advertising as a product demonstration. In this case, it’s the iPhone 16 Pro’s 4K 120 frames-per-second feature that gets the spotlight, while the entire ad was shot on Apple’s latest smartphone upgrade as part of the iconic, long-running “Shot on iPhone” platform.
For consumers who want to make their own blockbusters, they can perfect their cinematic masterpieces with the Photos app that gives them control over timing, speed ramping, and stabilization, per the brand.
- Reddit Cofounder Alexis Ohanian Joins TikTok Acquisition Effort. The social media savant and investor understands the value of virality better than most
Reddit cofounder and Seven Seven Six partner Alexis Ohanian has joined billionaire Frank McCourt’s bid to acquire TikTok. The social media savant and 2024 ADWEEK Brand Genius honoree cofounded Reddit in 2005, before leaving the platform in 2020 to take on a variety of new projects.
McCourt is one of a number of potential suitors interested in acquiring the U.S. assets of TikTok, whose Jan. 19 ban was delayed by 75 days by an executive order signed by President Donald Trump.
- PepsiCo to Acquire Poppi for $1.95 Billion
PepsiCo added to its growing portfolio of healthier brands with the acquisition of Poppi for $1.95 billion, announced Monday morning.
The transaction includes $300 million of anticipated cash benefits, bringing the net purchase price to $1.65 billion, The Associated Press reported.
The move gives PepsiCo shelf space in the momentum-fueled “functional soda” category – beverages with lower sugar levels and added ingredients like fiber, prebiotics, and probiotics – after it scrapped its Soulboost effort to tap into that segment, according to Bloomberg.
The acquisition of Poppi adds to recent purchases of healthier food providers by PepsiCo, including Siete Foods for $1.2 billion and the 50% of Sabra Dipping and PepsiCo-Strauss Fresh Dips & Spreads International the company didn’t already own.
“More than ever, consumers are looking for convenient and great-tasting options that fit their lifestyles and respond to their growing interest in health and wellness,” PepsiCo chairman and CEO Ramon Laguarta said in a statement.
