Apple introduced the power of Ceramic Shield in a creative and eye-catching 30-second commercial, inspired by the iconic 1963 horror film The Birds, directed by Alfred Hitchcock. The ad, which is currently on Apple’s Australian YouTube channel, showcases the durability of the Ceramic Shield, a feature introduced with the iPhone 12.

“Relax, it’s an iPhone”

The ad begins with a scene that resembles a pleasant bike ride in a park. A woman is driving down a road using Apple Maps, her iPhone firmly mounted on the handlebars. The calm is disrupted when a bird dives into a cyclist, causing him to fall off his bike.

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Flying off the handlebars, the iPhone lands face down on a dirt road decorated with branches and leaves that provide a natural cushioning effect rather than pavement.

When the woman takes her iPhone and turns the screen towards her, viewers witness the undamaged iPhone. The ad adds the text “Tougher than any smartphone glass” over this scene, followed by the reassuring statement “Calm down, it’s iPhone.”

Ceramic Shield, introduced with the iPhone 12 series, has become an important feature in Apple’s products. The material was praised for its superior resistance to pressure, as confirmed by testing, and outperformed traditional smartphone glass by one point in the Mohs hardness test.

While the ad is currently available on Apple’s Australian YouTube channel, it is expected to expand to other channels, including the US. Apple’s creative marketing approach not only highlights the practical power of its products, but also adds touches of humor and cinematic nostalgia. We have seen this in other advertisements as well.

What do you think about the new iPhone ad? Please don’t forget to share your thoughts with us in the comments.