Apple's 'Three Minutes' ad is pulling on the heart strings of its viewers while offering a fresh take on product advertisement with a short film that features minimal branding, and no sign of the phone its attempting to sell.
The seven-minute video tells the story of a mother who has to work her train conducting job during the Lunar New Year, and her son, who's waiting on the platform. The pair only have three minutes to see each other before the train pulls away from the station. The touching feature, directed by Peter Chan, was shot using the iPhone X, effectively highlighting the professional quality of the device. Meanwhile, the brand's decision to not include imagery of the iPhone helps authenticate the narrative.