Apple ramps up "Shot on iPhone" brand push with Usher's Super Bowl Halftime Show via TBWA\Media Arts Lab

Apple’s dedicated creative agency TBWA\Media Arts Lab, has released a behind-the-scenes video of USHER's Apple Music Super Bowl LVIII Halftime Show. This film, shot entirely on iPhones as part of the 'Shot on iPhone' brand platform, marks the first time an Apple Music Super Bowl Halftime Show has been filmed solely on iPhones.

See also: How the ads, Usher and Taylor doubled Super Bowl mentions in 2024

Since the start of the year, it appears Apple has ramped up its promotion of brand films across the Asia Pacific (APAC) region in response to declining smartphone sales.

In January, Apple launched a series of brand films in key APAC markets through TBWA\Media Arts Lab, seeking to make up for dwindling sales and showcase its latest iPhone 15 model.

Notably, APAC hosts some of the world's biggest smartphone markets, with mobile high penetration rates across the region. In Australia, about 85% of people use smartphones. Apple holds almost half of the market, at 45%, while Samsung follows closely with 31%.

However, with a big drop in mobile phone sales last year, (estimated at around minus 11%), iPhone sales went down by about 4%, according to Gartner in the Australian Financial Review.

See also: Apple pushes brand films in APAC as it seeks to overcome falling smartphone sales

[embed]https://www.youtube.com/watch?v=j0X8sOdv3bg[/embed]

Credits: 

Agency: TBWA\Media Arts Lab Production Company: HPLA Director: Mike Carson Editorial company: Cartel Editorial Finishing: Trafik 

Music:  Caught Up! by USHER My Boo by USHER, Alicia Keys OMG by USHER, will.i.am Yeah! by USHER, Ludacris, Lil Jon