APPLE | Detectives | 2022
The Detective Who Realized He Was Out of Focus / Apple "Detectives"
In the background of the shot, a blurry detective cries out, "Why am I the only one out of focus?" His partner replies, "Because the camera focuses on the lead." That exchange alone is enough to win you over.
The problem
Cinematic mode on the iPhone 13 Pro lets you shift focus both while filming and after the fact. But just demonstrating a feature straight up isn't something people remember. How you show it off is everything.
The insight
This ad turns an entire feature explanation into a conversation between characters. The blurry detective in the background starts to panic about being out of focus, and that panic itself becomes a live demo of the focus feature. You're being taught something, but it never feels like a lesson.
The idea
It's a thriller-style scene of two detectives on a stakeout. As the conversation unfolds, the focus shifts to the detective in the background, making you think, "Wait, is he hiding something?" before swinging back to the lead. It borrows classic mystery-movie tropes to show off the focus feature. Directed by David Shane, produced by O Positive.
What happened
Apple won in several categories at Cannes in 2022, including Film. This particular ad was especially well received, with some calling it "the best thing Apple has made in decades."
Afterthought
It's explaining a feature, yet it's funny, and even while you're laughing, the feature still gets through loud and clear. Watching the detective become self-conscious about being out of focus gives you this weird flash of empathy, like maybe someday you'll be the blurry one in someone else's shot. It's meta without being annoying about it, and that's quietly a pretty impressive feat.
Awards
- Cannes Lions Gold 2022
