Apple: Barbers
Apple tasked TBWA\Media Arts Lab with driving demand for the iPhone 7 Plus by highlighting its exclusive Portrait Mode feature. The goal was to move beyond technical specifications and show mainstream consumers how professional-quality photography could practically enhance their lives or businesses, positioning the device as a tool for creative and commercial transformation.
Creative Idea
A local barbershop becomes a viral sensation using iPhone photos as professional storefront advertising.
Apple demonstrated the transformative power of the iPhone 7 Plus Portrait Mode by showing how professional-quality photography could turn a sleepy local barbershop into a thriving community sensation through the sheer aesthetic appeal of its window display.
The Fantastic Man Who Transformed the Neighborhood
Six Seconds of Hardware
In a bold creative pivot, the iPhone 7 Plus appears on screen for only six seconds of the sixty - second spot. By shifting the focus away from technical specifications and toward the tangible results of the technology, TBWA\Media Arts Lab and director Dougal Wilson successfully framed the device as a tool for community entrepreneurship. This approach resonated with consumers; during the campaign's run, Apple CEO Tim Cook noted that the iPhone 7 Plus became the most popular "Plus" model in the company's history, specifically citing Portrait Mode as the primary driver of demand.
Practical Magic in New Orleans
While the "Family Barber Shop" feels like a universal urban staple, the production was filmed on a fictionalized set in New Orleans. To achieve the rhythmic, "magical" flow of the transitions, Wilson utilized match - cutting and live - action stop - frame animation. These effects were largely achieved through practical, in - camera tricks rather than heavy CGI, giving the film its grounded, "old - school" aesthetic. The infectious energy of the ad was further amplified by the soundtrack, "Fantastic Man" by Nigerian synth - funk pioneer William Onyeabor.
Haircuts for a Cause
The production had a real - world impact beyond the screen. During the shoot, 24 people received actual haircuts to maintain the authenticity of the scenes. In a unique philanthropic move, Apple collected all the hair from the set and donated it to Locks of Love, a non - profit that provides hairpieces to children suffering from medical hair loss. This attention to detail led one ADC jury member to remark that any single frame of the piece could stand alone as a detailed work of art.
Creative Strategy Deconstructed
Company
Advanced dual-camera technology capable of creating professional depth-of-field effects previously reserved for high-end DSLR cameras.
Category
Smartphone marketing typically focuses on technical specs and hardware close-ups rather than the emotional or practical results.
Customer
Everyday users who want their photos to look professional and expensive without needing to learn complex photography skills.
Culture
The rise of visual-first social culture where high-quality personal aesthetics serve as a form of social and professional currency.
Company
Advanced dual-camera technology capable of creating professional depth-of-field effects previously reserved for high-end DSLR cameras.
Category
Smartphone marketing typically focuses on technical specs and hardware close-ups rather than the emotional or practical results.
Strategy:
Demonstrate technical superiority by visualizing the disproportionate real-world impact of professional-grade aesthetics on everyday environments.
Customer
Everyday users who want their photos to look professional and expensive without needing to learn complex photography skills.
Culture
The rise of visual-first social culture where high-quality personal aesthetics serve as a form of social and professional currency.
Strategy:
Demonstrate technical superiority by visualizing the disproportionate real-world impact of professional-grade aesthetics on everyday environments.
Strategy Technique
Exaggerate to Reveal the Truth
By hyperbolizing the crowd's reaction to the window photos, the campaign makes the 'pro-quality' claim of the camera impossible to ignore or forget.
Explore Technique
Creative Technique
Dramatize the Solution
It visualizes the technical benefit of Portrait Mode by showing the immediate, tangible impact those high-quality images have on a small business's success and local reputation.
Explore Technique
Craft Breakdown
The ad's success lies in its rhythmic editing and vibrant art direction, which turn a simple product feature into a catalyst for community transformation.
The rhythmic cutting perfectly matches the beat of the music, creating a sense of momentum and growth.
The authentic, richly detailed barbershop set creates a warm and inviting atmosphere that feels lived-in.
The synergy between the classic soundtrack and the fast-paced visual montage creates an infectious energy that makes the technology feel human and accessible.
