# Emotional Phone Commercials The 'First Dance' Campaign is a Loving Celebration of Gay Marraige By Justin Lam | Published 2018-02-27 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/first-dance-campaign References: [9to5mac](https://9to5mac.com/2018/02/25/shot-on-iphone-x-first-dance/) & [thedrum](http://www.thedrum.com/news/2018/02/26/apple-australia-embraces-marriage-equality-iphone-x-campaign?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) [Apple](https://www.trendhunter.com/trends/apple-and-spike-jonze) Australia's 'First Dance' campaign is an incredibly emotional ad series that comes just months after Australia changed its marriage laws to allow gay couples the right to wed. There are currently three individual commercials in the campaign, along with one compilation, each filmed by the [iPhone X](https://www.trendhunter.com/trends/iphone-x-galaxy). Like all the other ads for the iPhone X, there is no product appearance, showcase of features or information. Each ad in the First Dance campaign features a cover of the Ins song “Never Tear Us Apart” performed by Australian musician Courtney Barnett. Aside from showing the technical capabilities of the iPhone X, the ad campaign displays an extremely high level of authenticity as it captures real-life weddings. The ads were designed to target the Australian market and therefore will not make an appearance outside the country, but all four spots can be found online on Apple Australia's [YouTube](https://www.trendhunter.com/trends/the-underdogs) channel. Image Credit: Apple Australia ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 16% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## 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 - **Authentic Advertising:** Opportunity for brands to create emotional and authentic ad campaigns that resonate with consumers on a deep level. - **Inclusive Marketing:** Opportunity for brands to embrace diversity and represent marginalized communities in their marketing campaigns. - **User-generated Content:** Opportunity for brands to leverage user-generated content to create powerful and relatable marketing material. ### Where This Applies - **Technology:** Disruptive innovation opportunity for smartphone manufacturers to create ad campaigns that highlight the technical capabilities of their devices while evoking strong emotional connections. - **Wedding Industry:** Disruptive innovation opportunity for wedding vendors, such as photographers and videographers, to incorporate new techniques and technologies to capture and showcase authentic emotional moments. - **Media and Advertising:** Disruptive innovation opportunity for media and advertising agencies to develop creative and impactful campaigns that challenge traditional norms and resonate with diverse audiences. ## Related on Trend Hunter - [Dreamy Dance-Centric Ads](https://www.trendhunter.com/trends/apple-and-spike-jonze.md) - [Emotional Mothers Day Ads](https://www.trendhunter.com/trends/apples-mothers-day.md) - [Smartphone-Shot Festive Short Films](https://www.trendhunter.com/trends/i-made-a-mixtape-for-you.md) - [Vibrant Snowy Holiday Campaigns](https://www.trendhunter.com/trends/share-the-joy.md) - [Short Film-Inspired Ads](https://www.trendhunter.com/trends/the-underdogs.md) - [College-Focused Accessibility Campaigns](https://www.trendhunter.com/trends/im-not-remarkable.md) - [Charged Phone Ads](https://www.trendhunter.com/trends/apples-miss-you.md) - [Auction-Inspired Technology Commercials](https://www.trendhunter.com/trends/apple-data-auction-commercial.md) - [Accessibility-Centered Ads](https://www.trendhunter.com/trends/apples-holiday-ad.md)