Face ID Keeps Nosy Aunts Out in Apple's Hari Raya Film

Apple’s latest ‘Relax, it’s iPhone’ ad from TBWA\ Media Arts Lab Singapore spotlights its face ID technology. Campaign for Malaysia shows how the face ID technology on iPhone 15 keeps information even more private from family members this Hari Raya.

As Muslim families around the world and in Malaysia gather to celebrate and mark the end of Ramadan, homes are filled with family members and loved ones across generations. This latest campaign pokes fun at over protective elders wanting a glimpse of what’s going on in young one’s lives.  

In the spot, ‘Nice Try’, a family is gathered around a dinner table for Hari Raya. A pink iPhone left on the table lights up, catching the attention of a nosy aunt. She attempts to investigate romantic texts her niece has received. But to her surprise, face ID keeps the phone locked. Other family members join the aunt in trying to break into the phone, in a heist-like attempt. 

The film with appear on TV, TVO, cinema, digital and social.