April 28 2026, 7:forty eight am | BY Adam Shaw | No Feedback
Apple India is dialing up the humour in a fresh collection of films for the iPhone 17, created with TBWA Media Arts Lab India, space inside a huge royal palace where even kings and queens aren’t proof in opposition to stylish-day mishaps.
Directed by Ayappa KM, surely one of India’s prime directors, the campaign unfolds thru a collection of comedic spots thru which a panicked royal messenger many events interrupts court docket with fallacious recordsdata. From missing AirPods to a remaining-minute flight and a death battery, every crisis is all immediately resolved the consume of the iPhone 17.
Every film showcases a clear feature in action:
Safe My — The king tracks down his missing AirPods at a boba store the consume of Safe My, which could repeat where your AirPods will be found on a map and even play a sound to merit you to detect their trusty space after they’re nearby.
Visual intelligence — After her sneakers are ruined, the queen makes consume of visual intelligence to immediate look for and come by a replacement pair.
Middle Stage front camera — The king captures a selfie with his many grandchildren the consume of the Middle Stage front camera, which could automatically magnify and rotate the body so all americans fits in the shot.
Twin Capture — The consume of Twin Capture, the king records on the front and rear cameras concurrently to capture a baking vlog, giving instruction for making a cake alongside his step-by-step creation.
Like a flash Charging — With a flight moved up, the king’s battery is charged 50% inside 20 minutes the consume of immediate charging.
The work flips earlier skool royal storytelling on its head, inserting acquainted, day to day frustrations into an unexpected, regal environment.
The campaign launches across TV, digital, and social for the length of the Indian Premier League, India’s splendid carrying occasion of the one year.
Credits
Company: TBWA Media Arts Lab (India)
Director: Ayappa KM
Manufacturing Company: Earlyman Film
Put up-Manufacturing Company: Heckler
Bettering: Earlyman Film
Director of Pictures: Daniel Abelló
