They don’t usually solve crimes… but when they try, it’s shot on an iPhone. We first saw these sleuths in an iPhone 13 commercial where one had main character energy and the other was, well, blurry. But now they’re both in focus with a whole new crime they probably won’t solve. And that’s OK because that’s not the point. Watch the detectives do their thing in a brand new iPhone 17 commercial then scroll down for more!
The Actors. Reprising their roles in these “high stakes” iPhone movies are actor/painter Tate Ellington (@TateEllington) and artist/actor Eme Ikwuakor (@Ikwuakor). This is the third time the pair have joined together to “fight crime” and maybe one day we’ll get a full-length movie. You know, one where we actually see the crime and, even better, the resolution of said crime. I love these ads for a few reasons:
- Satirical- highlighting the sneaky way movies can draw the audience in just by using certain technical methods. Each of the iPhone commercials are saturated in one serious aspect or another pertaining to filmmaking and draws a lot of humor from that.
- We never actually see the duo solve any crimes… which is hilarious. In all three ads, they talk about the crime, they’re working towards solving it, but nothing actually happens to catch the criminals.
- The “overacting” by the actors is actually not overacting at all. Just super dramatic to sort of poke fun at all the thriller movies we love. In one sense, these actors are acting like overacting actors, which must be hard for actors to act like.
Here are the first two Apple ads with the detectives.
What do you think about the new addition to the detectives catalogue of commercials? I’m a fan. Looking forward to the next one!
-Out of the Wilderness
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