Apple and Jonathan Glazer capture the freedom of flight

A new ad from Apple is always an event, and with director Jonathan Glazer at the helm, it was bound to be good.

Glazer is famous for his “Surfer” spot, and the sensation of the clouds in this new film is reminiscent of the waves in the famous Guinness ad. The star is a world champion air dancer (who knew?) called Inka Titto.

This film will debut during the Brit Awards on ITV tonight.

MAA creative scale: 9.5

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.