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Apple Promotes iPhone X Selfies To The Poetry Of Muhammad Ali’s ‘I Am The Greatest’

Apple’s latest ad within the scope of their “Shot on iPhone” campaign promotes iPhone X selfies due to the words of Muhammad Ali.

As a Gen Z art form, iPhone selfies become very popular in the world of Apple in their minimalist style. The project is run from the spoken word from Muhammad Ali, from the Cassius Clay – 1963 comedy album “I Am the Greatest”. The ad reads legendary phrases such as, “I’m going to become champion of the universe!” to the laughter of an audience.

It is considered as a montage of portraits taken by people of a diverse range of colors, ages and ethnicities. Quirky details revealed on the selfies such as sudden mimics and some odd poses, while promoting the various styles of modern smartphone camera technology.


Putting forward the portrait lighting feature of the iPhone X, the spot, which debuted the other night during the AFC/NFC NFL Super Bowl Championship games. It also focuses on the Stage Light and Stage Light Mono, Natural Light, Studio Light, and Contour Light features. According to Apple, the choice of Ali as the featured background track reflects that “he represents what can be accomplished through unabashed self-belief.”

This one is more like an artwork project than a marketing work for a mobile phone, and we bet that selfie lovers will adore this one!

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