Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s best TV ad is Apple iPhone 16 Pro’s ‘No Frame Missed‘ via TBWAMedia Arts Lab, LATAM.
The ad was selected by Neil Walker-Wells, Chief Creative Officer at not so secret in Toronto.
“We’re used to Apple demonstrating the benefit or utility of a single feature with exceptional creativity, and traditionally that’s been with a very contemporary, arty, energetic or humorous tone and execution,” says Walker-Wells. “This piece is distinctly different, and I honestly didn’t think I’d see them take such an emotional, issue-based approach to showing off their camera stabilisation. It’s a compelling foray into an emotional space for their shot on iPhone production approach. We’re all talking about humanity in advertising at the moment, well here you go.”
In its latest campaign, Apple brings a deeply human lens to the power of accessibility. ‘No Frame Missed’ from TBWAMedia Arts Lab, LATAM is a moving, docu-style showcase of how the iPhone 16 Pro’s Action Mode and built-in accessibility features are enabling people with Parkinson’s disease to reclaim their creative voice – one frame at a time. Directed by Renato Amoroso, the film captures the intimate stories of four individuals navigating life with Parkinson’s, showing how technology designed for everyone can be transformative for some.
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Read Neil’s Bestads review here.