Apple debuts TV ad celebrating the beautiful game

Apple has begun airing a new TV commercial in the company’s “Shot on iPhone” series that consists of a stream of gorgeous images and video celebrating the beauty of football, as captured by fans and their iPhones, set to the music “Wings” by Little Simz.

One image in particular, shot by “John L.,” depicts the loneliness of the goalkeeper in a glorious black and white image captured from behind the goal with the goalkeeper in repose as the beautiful game plays out in the distance with players bathed in a pea soup fog.

The spot is a winner! It should be in high rotation throughout Euro 2016.

MacDailyNews Take:

Some people believe football is a matter of life and death, I am very disappointed with that attitude. I can assure you it is much, much more important than that. — Bill Shankly

11 Comments

  1. It has always puzzled me how football (soccer) got called the beautiful game. 89 minutes of tedium, to get a few exiting highlights.
    Grossly overpaid prima donnas cheating by deliberately falling over and writhing on the ground in pain like a bunch of pussies, only to be rewarded by referees equally compliant in this farce.
    A ruling body more corrupt than Somalia, North Korea, Sudan, Afghanistan, Iraq and Libya put together.
    Teams supported by a bunch of overzealous hooligan thugs, who seem to get into a riot at the slightest provocation or when their team loses.

    Football is not the beautiful game.

    1. Oh yeah and don’t forget under inflating footballs… oh sorry i forgot they didn’t. If you want tedium go back to your baseball. Its call the beautiful game because of its natural simplicity unlike gridiron which of course mimics an ancient Greek military manoeuvre only with added breaks for Ouzo every 20 seconds or so. Mind you the Ouzo would be a relief in my book. Talk about one trick pony. Now that should stir up some passion.

      1. -The game delaying, socks adjusting, injury faking activities of the players on the field are insufferable.
        -Soccer needs an NBA style timed midcourt crossing, otherwise you get to watch keep away for long, long periods.
        -Widen the goals
        -Put a clock on the field – does this really have to be said?
        -Give the injury fakers something to cry about, like a $50k fine

      2. Being a good soccer player takes great talent, but if you’re used to football, baseball, basketball, etc. it’s boring as hell. I watched a few of the Euro games here in Poland with friends. Plays that obviously weren’t going to lead to a goal still elicited emotions, because otherwise you’d literally only have 4-5 exciting moments over the course of 90 minutes.

        Describing baseball as tedium is something an ignoramus would say. What bothers me about soccer is that the arms are virtually unused except for throw-ins and the goalie. I think “natural simplicity” would involve the whole human body, not artificially limit it to the lower limbs. I’d attribute soccer’s popularity to it’s simplicity as far as it being accessible to anyone anywhere. The poorest kids in Africa can play with ball made of newspaper, no specialized equipment needed.

        1. You also don’t know what you’re looking at. It’s not “boring” to those who’ve played it and understand what’s going on. Unlike most American sports, the focus is not always on the ball, but what’s happening elsewhere. You have to know what you’re looking at. There’s a reason why it’s called the beautiful game.

          1. “the beautiful game” is a good marketing term. When I hear it I think of baseball, you know a real sport where you use your hands? not overpayed prima donnas flopping all over the field searching for penalties. You’ve probably never played baseball though, so you sound ignorant.

    2. You don’t know what you’re looking at. It’s not “boring” to those who’ve played it and understand what’s going on. Unlike most American sports, the focus is not always on the ball, but what’s happening elsewhere. You have to know what you’re looking at. There’s a reason why it’s called the beautiful game. Those who haven’t really played football (soccer), almost always sound like you: Ignorant.

  2. The advert will appeal to a great many others, however, who feel the poetry of the game in their glands. That’s the sort of passion that Apple incites—some kind of artistic impulse that impels one to snatch up a camera to capture a moment of pathos or heroism on the playing field and share the emotion. It sells iPhones.

    1. Well said someone with a vision and insight along with an open mind for a change. Thats why I love Apple they have one too. Seeing someone like Dimitri Payet shown on screen at the WWDC was a tiny moment but superb, a player who truly reflects the beauty and passion of the beautiful game that a thousand words never will. That moment showed just how much Apple gets it, I wish more of their fans did mind.

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