Apple Sprints Into 2019 With a Dazzling New Ad, 'Color Flood'

Rupert Sanders directs, with music by Cosmo Sheldrake

There's a long history in advertising of depicting vibrant screen colors in creative ways. Sony is at the top of list, of course, with the iconic "Balls" commercial back in 2005 promising "Color like no other" on its Bravia TV screens. 

Apple adds to that tradition in a new spot titled "Color Flood" that blends a metaphor for screen color with another of advertising's favorite inspirations—parkour. 

See the minute-long spot here: 

iPhone XR — Color Flood — Apple

The color and synchronicity of the runners is a metaphor for the iPhone XR's liquid retina display, which Apple says is the most advanced in the industry. 

As is so often the case with Apple spots, this one is notable for its soundtrack, which is "Come Along" by Cosmo Sheldrake. The director was Rupert Sanders, whose slew of commercial credits includes the famous Halo 3 "Believe" diorama spot.

"Color Flood" broke this past Saturday on television. 

Profile picture for user Tim Nudd
Tim Nudd
Tim Nudd is editor in chief of Clio Awards.