To convey the idea on the grandest scale, we opted for film as our medium. Film uniquely captures the vast expanse of the road, allowing viewers to experience the magnitude and persistence of the hero's journey. This spatial element was essential to illustrate the remarkable long-lasting battery life of the iPhone15 Pro.

Ludacris is a well-known artist, and integrating his music can attract attention and create a memorable association between the song and the brand's image, appealing to a large audience and especially to those who appreciate his music.

In Battery For Miles, we open on a desolate, miles-long, rural road. A farmer rolls into shot on a tractor at a snails pace carting his prize pumpkin to the county fair. Ludacris raps “two miles an hour so everybody sees you”, echoing the farmer’s pumpkin pride, before Apple Maps interrupts to remind the driver he needs to continue straight for another 102 miles. No sweat, the battery on the iPhone 14 Plus can handle that and Ludacris knows it too, “put my peddle to the floor and let’s rooooooll!”.

"Relax, it's iPhone" is a campaign thought that we've continued to explore in many different ways this year. Each ad stays true to a simple recipe: one hero character, using their iPhone to demonstrate one product feature, paired with great music that elevates the idea to a more surprising place.

With Battery For Miles, the brief was to use the core ingredients of our Relax campaign; to communicate the new improved batter life of iPhone 14 Plus.

Since the inception of the Relax campaign, music has portrayed the inner monologue of our protagonists, both driving the story and delivering the product message. For this story we wanted the music to amplify the quiet pride of our prize winning pumpkin farmer, while helping the viewer understand how long he’s going to be on the road for and the inferred benefit of longer battery life to handle that. A deep cut from Ludacris’ back catalogue, “Two Miles An Hour” samples the opening organs of Curtis Mayfield’s “Little Child Runnin Wild” and slows them down to two miles an hour so you can luxuriate in them as the world watches you go by. The chorus confirms that you have all the time in the world, “two miles an hour so everybody sees you”. The result is a simple, joyful and unexpected combination of character, product and song.