"Huracán Ramírez vs. La Piñata Enchilada" is part of a globally orchestrated Shot on iPhone campaign centered on 3x product demonstration short films for Apple’s key international markets – Mexico, China, and Japan, where the ‘camera system’ is the main driver for consideration and purchase intent. No other company has undertaken a more ownable-to-the-product, organically successful, and culture-rippling effort in film this past year.

For Mexico, we revitalized the legitimate Lucha Libre movie genre and celebrated Mexican traditions while showcasing the iPhone’s filmmaking capabilities. It made a significant organic impact on culture and lifted Apple brand affinity.

Luchadores have become comically overly commercialized in Mexico. In this Apple Short Film, "Huracán Ramírez vs. La Piñata Enchilada," iPhone 14 Pro takes center stage as a cinematic force, by revitalizing the legitimacy of Luchador films and paying cinematic homage to Mexican culture. This short film intertwines the true filmmaking tradition with modern storytelling, re-enthroning Luchadores as cultural icons, and reinforcing the inseparable link between Lucha Libre and Mexican identity.

“Shot on iPhone” is, at it’s core, a product-demonstration campaign, pure and simple. The directors (Los Perez) skillfully leverage the iPhone 14 Pro to push the boundaries of storytelling, redefining visual aesthetics, and serving as a testament to iPhone's role in innovative filmmaking.

The campaign's success adds another layer of astonishment, drawing 36 million viewers to Apple Mexico's YouTube channel. It claims the throne as the most-watched video in the brand's YouTube history, reaching over 1 billion users across various platforms. The buzz extends to the streets, with enthusiasts eagerly snatching out-of-home campaign posters for autographs from the Luchadores.

After an accident in a piñata workshop in the heart of a town in Mexico, a piñata comes to life and decides to seek revenge for years of "traditional humiliation". Several masked vigilantes and superhero luchadores decide to go after the piñata without success. Faced with this terrible situation, the police chief decides to seek out the only one capable of defeating it, Huracán Ramírez, a retired luchador who decides to don the mask again and put an end to the wave of terror brought by this piñata enchilada.

Apple had the objective of highlighting the cinematic capabilities of the new iPhone 14 Pro while creating a deep connection with Mexican culture with the brand’s first time ever bespoke origination campaign in Mexico. The long-running platform “Shot on iPhone” is the world’s purest product demonstration campaign. And the film needed to showcase the newly introduced camera feature called “Action Mode” - which allows for smooth and steady video capture even in the most intense situations and movement. The role of the product remained central as we set out to revamp a long-lost movie genre that still lives in the memory of all Mexicans with only the device in people’s pockets. It was with the introduction of the “Action Mode” camera feature that the creative idea came to be.

The 13:25 minute film had 36.8M ticker views and the longest view time on Apple MX YouTube Channel. It had +1B in organic reach across the globe and +4K organic mentions, with 97% of positive or neutral sentiment. The film had the most earned, positive and unexpected PR coverage in Apple Mexico history, with 200+ top tier tech and lifestyle outlets and creators covering the campaign, stating how “amazing it is that a company like Apple would honor Mexican culture this way.” The film also impacted brand perception with Mexicans, which was one of the top objectives of the campaign. Brand affinity with Gen Z was boosted by +21pp for those exposed to the film (vs. unexposed). And 77% of those exposed to the film agree the film “makes it clear Apple cares about Mexican culture” (Source: Morning Consult Bespoke Quant Study, 07/2024).