Never thought much of Apple’s Face ID unlock? Apple is going all out to change your mind. The ad makes much ado about the drama of not being able to remember a password. “Much ado” translates into a nightmarish version of a game show, directed to include all possible hyperbole and create the most tension an ad can.
It’s rather compelling. “Rather” translates as piercingly persuasive. On top of that, it’s incredibly entertaining.
The film was directed by Ringan Ledwidge, who appears to have been given a free rein and an astonishing budget to make this one a worthy rival for his most famous ads, The Duel for Audi, Susan Glenn for Axe and Three Little Pigs for The Guardian.