Somesuch director Kim Gehrig helms two brilliantly fun new spots for Apple's iPhone entitled 'Cook' and 'Fumble'. The overarching campaign, which could birth more ads in the future, … read moreis called 'Relax, it's iPhone' and aims to depict the carefree life on iPhone users thanks to their device's durability. These initial films put their emphasis on the iPhone's Water Resistance and Ceramic Shield features. 'Cook' features an at-home, amateur chef with a carefree style. As they move through the kitchen, prepping their recipe, they do so with abandon. After getting spilled on, knocked over and dusted in flour like an old apron, their iPhone ultimately takes a tumble into the dirty dishes. They pick it up and simply rinse it clean. In 'Fumble', which features some of the best use of music we've heard in a while, the iPhone user is walking and talking on their iPhone. It slips from under their ear, so they begin an attempt to stop it from falling to the ground, all the while fumbling the iPhone as they continue walking in a comical way that's all too relatable. The inevitable happens and the iPhone dramatically falls to the ground.The owner picks it up, unscathed and not at all worried. They dust it off and continue their conversation.
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