Apple and Andreas Nilsson Help Parents Relax with Latest iPhone Features

The latest instalments in Apple's 'Relax, it's iPhone' campaign show the relief that parents can experience thanks to new tools added to the iPhone 15, iPhone 15 Plus and iOS 17.

Created by in-house by Apple and directed by Biscuit Filmworks' Andreas Nilsson, the films' light-hearted and irreverent sense of humour combines with their soundtracks - 'Goodbye' by Aloe Blacc and 'How Many Times' by JJ & The Mood - to hone in on the funny side of parents' natural preoccupations and duties - be it a seemingly endless patience, or being worried about your child's early days on the road.

The first film 'New Driver' highlights the Check In feature for iOS 17 that automatically sends a notification when the user reaches their destination. Finally automating the familiar 'text me when you get there' process, Check In shares the user's real-time location, battery level and more information with a desired contact if they fail to make progress towards their destination.

The film captures the intense anxiety that the protagonist father experiences when his daughter - a seemingly inexperienced and slightly reckless driver - sets off in her car for school. Reversing out of the driveway at break-neck speed, the daughter takes a skateboard and rubbish bin with her, leaving her father in a petrified state until he finally receives the Check In notification alerting him that she arrived safely. The relief as he exhales is palpable - and embodies the on-screen tagline perfectly: 'Relax, it's iPhone'.

The second film 'One More' showcases the unlimited patience that an uncle has for his nephew - a young martial artist who is intent on karate chopping through wooden boards - and having his uncle film the entire process.

Finding his technique somewhat ineffective, the boy is left chopping away into the night, striking rhythmically to the beat of 'How Many Times' by JJ & The Mood. Unlike the dwindling crowd of family members, his uncle remains and continues filming even after the sun has set, powered by the iPhone 15 Plus' all-day battery life.

The spots are set to air during the College Football Playoffs, as well as being live on YouTube. The campaign follows TBWA\ Media Arts Lab's recent 'Baby Face' campaign, a 'Shot on iPhone' collaboration with photographer Evan Kafka, which showcases the iPhone 15's portrait photography.