Hello, Apple Intelligence, that can save you when you didn’t read that email you were meant to, can’t remember the name of the person you met last week and need a eulogy for a dead goldfish.

Yes, it’s genius, as noted (and demonstrated delightfully) in TBWA\Media Arts Lab’s campaign of three spots infused with human humour and the acting smarts of Bella Ramsey [Game of Thrones and The Last of Us]

The campaign, introducing new Apple Intelligence features on the iPhone 16 and iPhone 16 Pro, was directed by Emmy-winner, David Shane, and Oscar-winning cinematographer, Erik Messerschmidt. The spots highlight Apple Intelligence updates like an even more capable Siri, email summarisation, and custom Memory movies, highlighted by a “tagline” grab from the song, Genius, by Krizz Kaliko  The campaign is running on broadcast, YouTube, online video, cinema in select markets, and social media.

Credits:
Agency: TBWA\Media Arts Lab, Los Angeles & Sydney
Director: David Shane
Production Company: O Positive Films
Post-Production Company: Trafik
Editing: Cut & Run
Director of Photography: Erik Messerschmidt