An overly enthusiastic mother uses her iPhone 14 to film her son’s field day race. As she sprints ungainly alongside the boy, we see how the iPhone camera’s Action mode feature turns rough, shaky footage into high quality stabilized video.

One of iPhone 14's latest camera features is Action mode: a stabilization setting that turns shaky handheld video recordings into silky smooth footage. The challenge was to put Action mode into the hands of a relatable protagonist in an entertaining scenario. A children's school field day race provided the ideal setting, with a highly determined mother as the hero that viewers could root for, perhaps even more than the boy she's filming. She'll stop at nothing to get the shot, sprinting along the sidelines, leaping cooler boxes and elbowing parents out the way to keep pace with her son. It's ultimately a product demonstration of contrast: perfectly stable footage of the boy running the race, completely at odds with his unstable iPhone-wielding mom.

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.