Apple has dropped a new promotional video for Apple Pay, directed by Edgar Wright — the filmmaker behind the rapid-fire style of Baby Driver, Shaun of the Dead, Hot Fuzz, and Scott Pilgrim vs. the World. Officially titled “Apple Pay: The fast, easy, and secure way to pay” on Apple’s YouTube channel (and affectionately dubbed “Market Mayhem” by Wright himself), the roughly one-minute spot transforms an ordinary grocery run into a full-blown martial arts melee.
In the ad, an unlikely hero races into a corner store while fleeing pursuers. Before he can grab a jug for self-defense, the cashier slides a payment terminal across the counter. As the brawl erupts and spills through the aisles — complete with a string of sausages and a giant fish pressed into service as improvised weapons — the hero pays with his iPhone in seamless Apple Pay fashion: double-click the side button, authenticate with a Face ID glance, hold near the reader, and a confirming ding seals the transaction. When an attacker snatches the phone, Face ID rejects the stranger; the hero casually pushes the attacker’s head aside, authenticates with his own face, and completes another purchase before wrapping up the fight.
Wright posted on X that he “had a ton of fun making this and paying homage to my Hong Kong heroes, Mr. Jackie Chan in particular,” noting the joy of working with the cast and crew. The result is classic Wright: tight, rhythmic editing, kinetic camera work, and playful choreography that nods to Hong Kong action cinema while keeping the product message crystal clear.
The spot hammers home Apple Pay’s longstanding pitch: fast, easy, and more secure than a physical card. Payments are protected by Face ID, Touch ID, or a device passcode, and merchants receive a unique Device Account Number rather than the actual card details. It continues Apple’s recent run of high-concept service ads (including the 2025 “Outrun” spot that used a kaiju chase to highlight payment speed) while giving Wright free rein to inject his signature energy into a commercial.
In short, “Market Mayhem” is a reminder that, in Wright’s hands, even checking out at the local market can feel like a set piece from a Jackie Chan classic — especially when your secret weapon is an iPhone.
MacDailyNews Take: Another winning Apple ad!
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