Dive Transient:
- Apple has prolonged its long-running “Shot on iPhone” marketing campaign with a live-action adaptation of manga collection “Midnight,” based on particulars shared with Advertising and marketing 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 method 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 total movie, obtainable on YouTube, is being launched on Abema TV and Apple TV on March 7 and will likely be performed in choose Tokyo taxis from 10 p.m. till morning. The hassle can 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 quite a lot of touchpoints through the years, 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 big is tapping into pop-culture hype surrounding manga, a transfer that would assist it have interaction 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 fully 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 authentic 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 means that would spotlight the low-light and cinematic capabilities of the iPhone 15 Professional. Notably, the movie combines live-action photographs with CGI whereas using the telephone’s LiDAR scanner in publish 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 preventing photographs, per launch data. The hassle 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 robust leads to its newest quarter, although the iPhone 15 in some areas has lately seen weak demand. The tech big 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 concern. A lot of extra channels will assist the hassle, 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 may assist Apple seize the eye of shoppers who aren’t immediately in search of it out.
Together with Apple, a handful of others have equally tapped into hype round anime and manga in hopes of placing a stronger shopper connection. In February, McDonald’s launched a marketing campaign and “WcDonald’s” push impressed by how the model is commonly 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 aimed toward Gen Z shoppers that turned school moments into anime artwork.
