Matt Aselton of Epoch directed this Super Bowl spot, with visual effects from The Mill, in which pain is seemingly inflicted on men who no matter what respond with an “I’m Good.” You can’t get these guys to admit they’ve been hurt even when victimized by the most freakish of accidents.
Credits
Agency: TBWA/Chiat/Day, Inc Lee Clow, global director of media arts; Rob Schwartz, executive creative director; Brett Craig, Joe Shands, creative directors; Susan Alinsangan, art director; Ron Schlessinger, copywriter; Richard O’Neill, director of broadcast; Anh-thu Le, executive producer; David Hoogenakker, sr. producer; Doris Chen, assistant producer. Production Company: Epoch Films, LA Office Matt Aselton, director; Charlie Cocuzza, executive producer; Marc Marrie, producer; Tami Reiker, DP. Editorial: Venice Beach Editorial Dan Bootzin, editor; William Sacdalan, additional editing; Hunter Conner, exec producer/producer; Daniel Reitzenstein, assistant editor. Audio: Play Studios, Santa Monica John Bolen, mixer; Sara Hartman, exec producer.
We Have Liftoff: iPhone Chips In With NASA-Style Launch In Spot Directed By Tom Hooper For TBWAMedia Arts Lab L.A.
This Apple spot launches with its premise centering on a NASA-style launch of its own--the countdown culminating in the liftoff of an iPhone featuring the A18 Pro chip. That’s the most powerful chip ever used in an iPhone.
Directed by Oscar winner Tom Hooper (The King’s Speech) via production company SMUGGLER for agency TBWAMedia Arts Lab, Los Angeles, the commercial--titled “All Systems Pro”--recreates a NASA-like mission control room where the final moments ‘til launch are chronicled. Mission controllers and engineers are about to send to the stratosphere an A18 Pro chip-equipped iPhone 16 Pro with features ranging from Apple Intelligence to next-level gaming and an advanced camera system.
The space mission goes off without a hitch, a testament to the kind of precision in the A18 Pro chip, which represents a major leap forward in mobile computing performance.
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