Ad of the Day: Apple promotes AI-powered Intelligence tool in two sharp spots [Video]

Under its ‘Apple Intelligence’ campaign, the work was created in collaboration with Emmy Award-winning director David Shane.

The latest Apple ad, ‘Write Smarter,’ follows an office worker using the tech giant’s Intelligence system on his iPhone 16 Pro to refine his usually casual emails into polished, professional messages, much to the surprise of his boss, who seems a bit perplexed by the sudden shift in tone.

The second ad, ‘Create Memory Movies,’ features a mother who quickly uses the tool to pull together a heartfelt video montage after realizing she forgot to get her husband a birthday gift.

Both spots were created in-house by the Apple team and will run across multiple channels, including YouTube, online video, social media and TV.

Credits

Agency: Apple In-House

Director: David Shane

Production company: O Positive

Post-production company: Parliament

Editing: Arcade

Director of photography: Polly Morgan