Apple has a couple of new ads to show off two highlight features of its latest iPhone 7 — water resistance and low-light camera performance.
While Android handsets have been boasting water resistance capabilities for a good while now, Apple has so far stayed out of the trend. The new iPhone 7, however, is the company's first smartphone to finally rock an IP67 certification for dust and water resistance, thus guaranteeing that it can take a little rough play without compromising durability.
Apple has also improved the camera technology and its iPhone 7 can now take better photos in low-light conditions. The iPhone 7 also boasts optical image stabilization (OIS) at last, a feature so far reserved for the company's Plus models.
The company's two new iPhone 7 ads showcase just that: the smartphone's water resistance and low-light camera prowess. In the first commercial called "Midnight," the company shows the night stroll of a skateboarder roaming the streets and capturing his surroundings by taking advantage of the iPhone 7's camera and video capabilities.
The ad shows the iPhone 7 recording video through lawn sprayers, capturing a photo of moths waltzing around a light bulb, and taking a photo of a deer wandering in dim light near a gas station. The midnight stroller eventually takes a walk through a forest and stops to gaze upon the beautiful cityscape, wrapped in moonlight — a perfect scene to capture with the iPhone 7's new and improved shooter. The commercial ends with the conclusion that the iPhone 7's low-light camera performance is "practically magic."
The second iPhone 7 ad, meanwhile, highlights the smartphone's water resistance. Titled "Morning Ride," the video shows a man getting ready for a bike ride at the crack of dawn. It's pouring outside, but the man is not discouraged at all. On the contrary, the man gets ready in his garage, checking the weather forecast on his iPhone 7 and mounting the smartphone on the bike's handlebar, all while AC/DC's "Thunderstruck" ominously plays in the background.
Unfazed by the violent thunderstorm outside, the man puts on protective outdoor clothing and checks a cycling app on his iPhone 7 to see the route, then raises the garage door to unveil lightning brightening up the mountains ahead.
With the iPhone 7 placed on the bike's handlebar mount, left exposed to the elements, the ad concludes with the same tagline as the first one — "practically magic." That's because the iPhone 7 is water-resistant, so a thunderstorm poses no threat.
The two ads are short, but accomplish their goal — to show off the smartphone's highlight features.
As a reminder, the iPhone 7 has a 12-megapixel camera with Quad-LED True Tone flash, OIS, exposure control and other neat features. The smartphone's IP67 rating, meanwhile, means that it's splash, water and dust resistant.
Without further ado, check out the two new iPhone 7 ads below.
