In the “Relax, it’s iPhone” campaign, music works to deliver the product's benefits while also acting as an inner monologue for our protagonists. In “Action Mode” the marauding synth line of Tedashii & Lecrae’s “Get Out My Way” ratchet’s the tension ahead of the starting whistle. The boy nods confidently at his mom as the vocals lay down the gamut, “you in my lane, you in my way...” The whistle blows as the vocals scream “I need my spaaaaace." It's here that we realize this isn't the boy's internal monologue, but his mom's. She'll stop at nothing to get the shot, elbowing parents out the way while we track her shaky camera, only to reveal the smooth footage it's capturing. The bass line slows for a moment to mimic Action mode's silky smooth footage, before the chaos kicks back in as the son hurtles past the finish line.

In the “Relax, it’s iPhone” campaign, music works to deliver the product's benefits while also acting as an inner monologue for our protagonists. In “Action Mode” the marauding synth line of Tedashii & Lecrae’s “Get Out My Way” ratchet’s the tension ahead of the starting whistle. The boy nods confidently at his mom as the vocals lay down the gamut, “you in my lane, you in my way...” The whistle blows as the vocals scream “I need my spaaaaace." It's here that we realize this isn't the boy's internal monologue, but his mom's. She'll stop at nothing to get the shot, elbowing parents out the way while we track her shaky camera, only to reveal the smooth footage it's capturing. The bass line slows for a moment to mimic Action mode's silky smooth footage, before the chaos kicks back in as the son hurtles past the finish line.

Action Mode performed extremely well, becoming the top performing 30s video ad for our Relax, it’s iPhone campaign to date. Premium placements across the globe helped amplify awareness of iPhone 14 and the new “Action mode” camera feature. In the US, Broadcast TV drove scale for Action Mode as it ran in key sporting events and entertainment programming, earning 645M views. Online, Action Mode hooked viewers and earned a 50% VCR, a +11% increase vs iPhone ads from the previous year.