Ian Pons Jewell Dreams Up 'A New World to Play In' for Apple

Apple has debuted its game subscription service with typically vibrant spot from director Ian Pons Jewell (who is on somewhat of a role it seems after the launch of last week's Three UK ad).

'A New World to Play' is set to Dean Martin's 'Welcome To My World' and traverses in and out of real life scenes and in-game experiences with brilliantly fluidity thanks to editing work from Whitehouse Post's Tobias Suhm and VFX from Framestore.

Commuters, kids in the back of cars, fliers and couch-laden millennials dive into games such as Skate City, Lego Brawls and Oceanhorn 2: Knights of the Lost Realm.

Check out the spot below.