It’s not the first superpower I would pick, but you could still have a good time if you were suddenly gifted the ability to unlock everything with a look.

In an ideal world I would like to be near a bank, but the latest Apple iPhone X advert – simply titled ‘Unlock’ – is set in a high school.

What ensues is a mad, colourful ride through the school’s hallways, as the teenager revels in her newfound talent.

You know, kinda like how you can unlock the iPhone X with a quick glance – we know that Seth was a fan of this feature when he first got his hands on his new toy.

Before we analyse, let’s enjoy:

Apple have serious budget to spend, and if you ask Adweek it’s money well spent:

With a triumphant, playful, brassy soundtrack, the ad is like a distant descendant of Ferris Bueller’s Day Off—a delightfully mischievous ransacking of life in a privileged suburban school…

The lead actor plays the role perfectly, and in some ways the story is a tribute to her character’s imagination. Just think about all the things a person could do with such power. But it’s also a savvy way to reinforce a key underlying pitch for the product. A smartphone isn’t just a device. It’s a window to the world, social and otherwise.

Kinda makes you want an iPhone X…

If you’re in the market, you’ll want to pop past local Apple experts Digicape. They have a range of iPhone X options available, and a number of ways in which you can finance your purchase.

Then again, you should be using Digicape for all of your Apple needs. They even have a Classified section where you can buy and sell Apple goodies, and their ‘Trade In Trade Up’ deal accepts iPhones, iPads and Apple Watches as trade-ins towards whatever upgrade you’re after.

Gather up your older Apple products, head to your latest Digicape store and trade up.

Unlocking superpowers sold separately.

[source:adweek]