Apple shared a new iPhone XR spot entitled ‘Color Flood’ on their YouTube channel. With the soundtrack “Come Along”, the ad features a cast of hundreds dressed in colorful jumpsuits running through an otherwise empty town.
For a stretch in the mid-2000s parkour had a reasonably solid heyday in advertising. The most prominent example is the 2006 Nike and Wieden + Kennedy classic “Angry Chicken” to launch the brand’s Presto shoe. Other brands like Pepsi, Suzuki and T-Mobile have used the stunts to decent effect. Free runner (and Red Bull athlete) Jason Paul travels the world, jumping off and around buildings, boats and planes. Even Roger Federer got into the act for a mobile carrier.
Parkour is a fun tactic to use but, for the most part, ads using it usually feature a single person or a small group. Apple decided that more is merrier, using a massive group of parkour athletes and runners for its latest ad promoting the brand’s iPhone XR retina display.
Using the backdrop of a dull and seemingly lifeless apartment complex, a large group of free runners appear in blue, then yellow and red and orange, purple and green. Eventually, they all mash together in a burst of color to represent the phone’s advanced display. The spot’s title, “Color Flood,” is most certainly apt and is an impressive example of organizing a complex, synchronized mass of humanity.
The ad was directed by Rupert Sanders (he of a “momentary lapse” in 2012 with Kristen Stewart on the set of Snow White and the Huntsman) who has an enviable roster of brand work including Jordan, Adidas, Verizon, Reebok and Microsoft for Halo 3: ODST which won a Cannes Lions cinematography gold in 2010.
According to some, the ad feels like a blend of Willy Wonka’s Chocolate Factory, vivid and cheerful!