Ads We Love: Fumble by Apple

August 1, 2021

Apple’s ad plays on a scenario that’s all common, taken to a slight extreme. It shows a young woman seemingly losing control of her phone, bouncing her phone off of various body parts in slow-motion dozens of times before it ultimately crashes to the ground, with Nitin Sawhney’s “The Conference” playing in the background.

Of course, she finds that all’s well, and Apple remind us that iPhone 12 with Ceramic Shield is tougher than any smartphone glass.

The rather unexpected tabla music, the expressions… its easy to understand why this Apple Ad garnered over a million views in just a few days.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: