IPhone has been updated to the present, although it is often criticized, but it does not affect the fruit powder all over the world, and it is crazy. That was not the case. IPhoneX has been on the market for some time and is very popular with fruit powder. No, recently, in order to promote its at-a-glance payment function, iPhoneX released a video advertisement "Fly Market", which tells a super rich story and brings you the skyrocketing market in one minute. Just blink and everything is yours. Next, let's take a look at the specific content of this video advertisement:

At the beginning of the video, the protagonist and his friends are hanging out in the market. As the protagonist touches the mobile phone screen, the bound bank card can be displayed for face recognition payment.

I took a fancy to hats, sunglasses, shirts, suits, shoes, gold and silver jewelry, accompanied by the witty smile of the hero's mouth (the hat and sunglasses were instantly moved to Holland) and the charming eyes immediately thrown out (the suit and shirt will be ready soon), accompanied by the man's brisk and flexible walking (the shoes are put on his feet immediately) and smooth and elegant turning (the golden light shines all over his body) without any hesitation, the iris recognition function has laid the groundwork here.

There are also wonderful pictures for the family to buy "quickly", which makes the audience have more expectations for the products while marveling at the fun of the video, and also subtly increases the customers' expectations for the pre-sale of the products!

At the end of the video, the feather landed lightly on the hero's hat. This kind of detail processing reflects the speed of face recognition payment in an extremely clever way, which can be described as the finishing touch. The "dot" in the last picture: paying with one eye plays a role in reaffirming the function of face recognition (one of which is iris recognition, and the principle of paying with one eye is here), defining and deepening the audience's impression of video and this function, and achieving the purpose of promoting this advertising copy.

This video advertisement focuses on one of the functions of Apple's mobile phone: face recognition (iris recognition), highlighting its fast and convenient payment function. Apple's advertising copy has always been known for its simplicity, humor, atmosphere and breakthrough in tradition. This advertising copy is in line with Apple's own tonality, omitting complicated descriptions, concise language, short but impressive video, and achieving the purpose of brand communication.

How about it? After reading this cool advertisement, do you have any new ideas about your copy?

Ye Xiaoyu copywriting, author of "New Media Copywriting and Communication", WeChat official account: Ye Xiaoyu Run Run (talkto520).