Apple launches uniquely-Australian tale for its ‘Relax, it’s iPhone’ campaign via TBWAMAL, Sydney

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Apple has launched its latest film for the “Relax, it’s iPhone” campaign in Australia via TBWAMedia Arts Lab Sydney, which puts iPhone 15 to the ultimate test featuring the country’s most infamous bird: the magpie.


“Swoop” showcases the durability of the device’s Ceramic Shield through a uniquely-Australian tale of an office worker attempting to escape an oncoming magpie.

The iPhone 15 lineup is built to withstand swooping season and beyond, combining aerospace grade aluminium, and the industry-leading Ceramic Shield front that’s tougher than any smartphone glass.

The film will premiere during the semifinals of the Australian Open, one of the most high-profile sporting events of the year, and will be supported by social and digital.

Agency: TBWAMedia Arts Lab Sydney

Production Company: Scoundrel
Director: Tom Noakes
Post Production: ALT.vfx
Post Production: ARC edit
Media agency: OMD
Music: Apashe & Flux Pavilion – Fracture (ft. Joey Valence & Brae)
Sound House: Massive Music