Accompanied by a barrage of fast cuts, mysterious sounds and violently blinking lights, the new Apple ad looks more like a horror movie starring the iPhone 7 than an actual phone commercial.
Perhaps with the exception of the iPhone 7 heading in the very beginning, there’s little the commercial actually says. It’s dark and borderline obscure, but the visuals are seductively elegant and captivating.
Instead of words, it speaks in innuendos: The owl’s vision hints at the phone’s improved camera capabilities, the intense water vibrations allude to its enhanced stereo speakers, and the numerous water drops are a not to its new water-resistant design.
Still, unlike other ads, this one gives me the funny feeling it’s the iPhone 7 that’s coming to get me and not the other way around – but I don’t actually mind that.
Watch the full horror movie teaser in the video section above.