Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.

Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.

This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.