Dive Temporary:
- Apple has prolonged its long-running “Shot on iPhone” marketing campaign with a live-action adaptation of manga collection “Midnight,” in accordance with particulars shared with Advertising Dive. The movie first debuted in Tokyo.
- The 19-minute suspense drama tells the story of a taxi driver who’s pulled out of his option to help a truck driver on the run from a hitman. The movie, shot at midnight streets of Tokyo, showcases the capabilities of the iPhone 15 Professional and iPhone 15 Professional Max.
- The complete movie, out there on YouTube, is being launched on Abema TV and Apple TV on March 7 and will probably be performed in choose Tokyo taxis from 10 p.m. till morning. The trouble may even be supported by broadcast, journal, out-of-home (OOH), digital OOH, digital and social.
Dive Perception:
Apple’s ongoing “Shot on iPhone” marketing campaign has captured moments from a wide range of touchpoints over time, whether or not it’s the work of pupil filmmakers or a music video for pop star Olivia Rodrigo, in an try and showcase the inventive capabilities of the iPhone. For its newest effort, the tech large is tapping into pop-culture hype surrounding manga, a transfer that would assist it interact with shoppers whereas highlighting what the iPhone 15 Professional has to supply.
Apple’s “Midnight” is a live-action adaptation of the favored 1986 manga collection written by Osamu Tezuka. The 19-minute movie, shot solely on the iPhone 15 Professional, tells the story of a taxi driver and the unusual passengers he meets whereas making late-night rounds earlier than encountering truck driver Kaede, who’s on the run from a hitman. The variation, which blends unique manga strips created by Tezuka, was written by Yusuke Watanabe, a TV, anime and movie screenwriter, and directed by Takashi Miike (“Audition”).
The “Midnight” movie was shot in a manner that would spotlight the low-light and cinematic capabilities of the iPhone 15 Professional. Notably, the movie combines live-action pictures with CGI whereas using the telephone’s LiDAR scanner in put up manufacturing to create the 3D mannequin base for the taxi and its staple fifth wheel. The movie can also be meant to showcase the iPhone 15 Professional’s consideration to element and its stabilization capabilities, as seen in the course of the live-action combating pictures, per launch data. The trouble was dealt with by TBWAMedia Arts Lab Tokyo.
The most recent cultural play by Apple is a possible try to spice up gross sales momentum of the iPhone, which CEO Tim Cook dinner credited for the corporate’s sturdy leads to its newest quarter, although the iPhone 15 in some areas has not too long ago seen weak demand. The tech large reported income of $119.6 billion, up 2% year-over-year, within the first quarter of its fiscal 2024 that ended Dec. 30, per its most up-to-date earnings assertion.
The “Midnight” movie was shared to YouTube on March 6 and can premiere on Apple TV and Japanese streaming service Abema TV on March 7. Moreover, the unique manga journal will function characters from the movie on the duvet of its March situation. A lot of extra channels will help the trouble, together with with the movie and behind-the-scenes content material being performed in choose taxis throughout Tokyo in the course of the night hours, which might assist Apple seize the eye of shoppers who aren’t straight in search of it out.
Together with Apple, a handful of others have equally tapped into hype round anime and manga in hopes of hanging a stronger shopper connection. In February, McDonald’s launched a marketing campaign and “WcDonald’s” push impressed by how the model is usually depicted in anime and manga that included a brand new sauce, packaging and episodic content material. In one other instance, Ikea final 12 months launched a TikTok marketing campaign geared toward Gen Z shoppers that turned school moments into anime artwork.
