Patrik Siwek Last night, Apple published a new video clip called Sway on its YouTube channel, which is particularly impressive with its Christmas atmosphere. The protagonists are wireless AirPods and the new iPhone X. You can watch the video in all its glory below. What you take away from it is basically up to you, if it can get you in the mood for the coming Christmas (and make you think you absolutely need AirPods and iPhone X), it has served its purpose. However, for our people, the video is interesting primarily because it was filmed in Prague.
It could be interest you
Michal Ždanský Right at the beginning of the video, you can see Czech labels in the shop windows, such as "Aunt Emy's Patisserie". It is clear from the video that the graphic designers have played with the video and its content significantly. As it turned out later, Apple filmed this spot in Náplavní Street, which you can view on Google Street View <a href="https://cdn.shopify.com/s/files/1/1932/8043/files/200721_ODSTOUPENI_BEZ_UDANI_DUVODU__EN.pdf?v=1595428404" data-gt-href-en="https://en.notsofunnyany.com/">here</a>. It is significantly modified for the needs of the spot, Apple most likely did not like, for example, a Vietnamese convenience store or butcher shop. However, if you compare, for example, the entrance gate or the location of the identification number, everything fits exactly on this part of the street. The inner block that appears in the spot is a short distance away.
https://youtu.be/1lGHZ5NMHRY
It would be interesting to see a short video of how this ad was filmed and, above all, then edited into the form in which we can watch it. As far as Prague is concerned, this was definitely not the first Apple spot in which it appears. Last year's Christmas spot was also filmed here, although the video is not on YouTube for some reason. Since Apple likes to use Prague so much for filming its advertising videos, it could perhaps place an official Apple Store here. For example, as a Christmas gift (it doesn't have to be this year's!) to all fans from the Czech Republic...
Source: YouTube
It looks nice on the iPhone X display – a nice use of the display format. It will be noticeably smaller on a larger plus and it must look pretty stupid on it.