# Minimally Branded Phone Ads Apple's 'Three Minutes' Ad Was Shot on the iPhone X By Ell Smith | Published 2018-02-16 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/apples-three-minutes References: [psfk](https://www.psfk.com/2018/02/apples-iphone-x-chinese-new-year.html) & [apple](https://www.apple.com/sg/three-minutes/) [Apple's](https://www.trendhunter.com/trends/little-garlic) '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](https://www.trendhunter.com/trends/iphone-x-galaxy), effectively highlighting the professional quality of the device. Meanwhile, the brand's decision to not include imagery of the iPhone helps authenticate the narrative. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 13% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Advertising:** Opportunity for brands to promote their products with minimal branding and focus on storytelling to create emotional connections with viewers. - **Professional Quality Phone Cameras:** Opportunity for phone manufacturers to promote their devices' camera capabilities for professional use in creative industries like film production. - **Authentic Storytelling:** Opportunity for brands to connect with audiences through genuine and relatable storytelling which promotes the values of the brand without traditional product placement. ### Where This Applies - **Film Production:** Opportunity for filmmakers to explore creative options by using phones as an alternative to traditional cameras in producing films. - **Smartphone Manufacturing:** Opportunity for phone manufacturers to advertise the professional camera capabilities of their products to customers in the creative industry for use in their work. - **Advertising Industry:** Opportunity for brands and advertisers to rethink traditional product placement and focus on emotional storytelling to connect more deeply with target audiences. ## Related on Trend Hunter - [Smartphone-Filmed Festive Campaigns](https://www.trendhunter.com/trends/little-garlic.md) - [Short Film-Inspired Ads](https://www.trendhunter.com/trends/the-underdogs.md) - [Nostalgic Lunar New Year Spots](https://www.trendhunter.com/trends/chinese-new-year-film.md) - [Smartphone-Shot Festive Short Films](https://www.trendhunter.com/trends/i-made-a-mixtape-for-you.md) - [Charged Phone Ads](https://www.trendhunter.com/trends/apples-miss-you.md) - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md) - [Accessibility-Centered Ads](https://www.trendhunter.com/trends/apples-holiday-ad.md) - [Dreamy Dance-Centric Ads](https://www.trendhunter.com/trends/apple-and-spike-jonze.md) - [Smartphone-Shot Live-Actions Films](https://www.trendhunter.com/trends/midnight-film.md)