In the good old days (exaggerating much, we know – it was not THAT long ago), people using iPhones could use Touch IDs to make a payment, meaning financial transactions were just a fingerprint away. But with the iPhone X, there is no home button and hence, no Touch ID. There is a replacement for your fingerprint though to not only unlock your devices but also conduct financial transactions – your Face, or FaceID, to be more exact. The feature allows you to unlock your phone by just looking at it and the same works for making payments too. And to highlight the latter, the company has released a new ad, which has things flying everywhere.
Fly market? Literally!
“Fly Market” is a minute and nine-second long ad, that begins with our protagonist walking in a flea market with his friends. He sees a hat that he really likes, just looks at his iPhone X, which approves the payment the moment he does so, and the hat magically flies on to his head! And this gets repeated with other articles throughout the ad. After the hat, he then gets sunglasses, a new suit, a colorful shirt, a pair of shoes (all of which he wears magically on the spot) and even teleports an armchair back to his place (his mum loves it!). He then buys a stack of accessories by again just looking at his iPhone X, with rings flying on to his finger magically. In the end, he looks at a small feather which flies and perches on his hat. And although you do not see the whole Apple Pay checkout process every time, the sweet “chime” sound of the transaction approved is very smartly included after every single item that he gets.
The text then appears on the screen saying, “pay with a glance” followed by “pay on iPhone X” and ends with the company’s logo.
But all this does not just happen normally because it is an Apple ad, our protagonist dances his way through the shopping expedition on the song “Back Pocket” by Vulfpeck.
Glance and buy, simple!
Using Face ID makes payments speedy and simple is the message Apple has tried to get across.
“Fly Market” is a pretty entertaining ad, packed with special effects (the clothes flying on to our protagonist, an armchair going to his mother on a path of flames, and much more) and some very good music. It is not one of those hard selling ads where the company generally bombs the audience with information and numbers. In fact, the ad never really highlights a product, and actually is about a feature present in the product. We think this is a very clever move, as this one feature not only differentiates iPhone X from its competitors but also from other iPhones.
The ad very subtly shows how easy the process of making purchases through Apple Pay on iPhone X is. All you have to do is glance! Yes, things magically flying to you and you getting dressed in the middle of the market may be a bit of artistic exaggeration, but they do highlight the sheer simplicity of shopping using your…face and iPhone X. You do not even have to move a finger to make a payment. Like magic. Yes, those who do not know Apple Pay or the feature well, might get a little confused but the text at the end helps for those who feel a little lost.
We have always been fans of the attention Apple pays to detail, and this ad is replete with instances of this trait. We love how the ad does not flood you with the phone’s screen at every purchase and how the company has very cleverly added the “chime” sound of approved transactions instead.
Apple has always picked apt music for its ads, and this one is no different. The background music plays a vital role in adding the entertainment to the add, and the moves of the lead go so well with the groovy music in the ad. Shopping is fun! The ad is fairly simple and can even be cut short and make sense.
Oh sure, it flies!
“Fly market” is a very entertaining ad which may look like small music video clip, but Apple has managed to very precisely highlight the Apple Pay feature on iPhone X in it. The ad also by proxy highlights the Face ID feature, which is one of the USPs of the phone. The little touches like the “chime” sound after every purchase, the music, the length of the ad, all work in the favor of the idea, making it entertaining even while keeping it simple and direct.
Yes, those who do not speak Apple fluently might feel a little lost at times. And yes, you will not really have articles flying to you every time you make a purchase using Face ID on your iPhone X, but then this is no ordinary market.
It is literally a “Fly market.” Nice pun, Apple. And nice one, too.