With a quirky new ad crafted by TBWA\Media Arts Lab and directed by the irreverent Andreas Nilsson, Apple once again proves that innovation can come wrapped in a punchline. This time, the spotlight is on the iPhone 16’s latest feature: a powerful new photo editing tool called “Clean Up.”
The concept? A delightfully awkward scene: a shirtless young man flexes for the camera in his bedroom, aiming for a perfect muscle shot. But the illusion quickly crumbles—his mother is clearly visible in the mirror, snapping the photo. The fantasy breaks... until the “Clean Up” tool saves the day with a single swipe, erasing the unintended cameo and preserving the illusion.
In classic Apple style, the product demonstration is cleverly disguised as a slice-of-life comedy sketch. Nilsson, known for his visually sharp and slightly surreal work for artists like MGMT and Goldfrapp, lends the campaign just the right tone: absurd, polished, and unmistakably human.
Rather than lean on technical jargon, Apple lets the story do the work. The scenario is instantly relatable, making the tech feel intuitive and accessible. It’s clever, shareable, and unmistakably Apple.
This campaign also marks a notable push by the brand to connect with younger audiences—those who live in vertical videos, memes, and spontaneous selfies. The ad gently pokes fun at the polished realities of Instagram or BeReal, where what’s cropped out of the frame is often more revealing than what’s in it.
But the genius lies in Apple’s ability to highlight everyday awkwardness without mockery. The "Clean Up" feature isn’t just a tool; it becomes a digital ally, empowering users to curate their image without fuss or fussiness. The message is clear without being stated: control your narrative, with elegance and a touch of humor.
This spot fits seamlessly into Apple’s recent string of creatively liberated campaigns—like its praised AirPods ad starring Pedro Pascal. The iPhone 16 commercial continues that trend, balancing sharp storytelling with understated tech demos and refined visual direction.
Ultimately, this ad doesn’t just sell a product—it sells a feeling. That subtle reassurance that Apple gets the little things. That it sees the selfie before the scroll, the moment before the post. And in doing so, it once again turns technology into something deeply human.
Because sometimes, a clean photo is more than just a touch-up—it’s a little act of self-care. Or at least, a way to keep Mom out of the mirror.
