"Relax, it's iPhone" is a campaign thought that we've continued to explore in many different ways this year. Each ad stays true to a simple recipe: one hero character, using their iPhone to demonstrate one product feature in a memorable way, paired with great music that elevates the idea to a more surprising place.

Since the inception of the Relax campaign, the music has played the role of inner monologue of our protagonists, both driving the story forward and delivering the product message. That construct has demonstrated it's flexibility across a number of different music genres as the campaign has grown, yet all feel like iPhone. This year we continued on that path with four vastly different executions, each with music playing a pivotal role.

In New Driver, Aloe Blacc declares "it's tiiiiiiiiime, to say goodbyyyyyyyyye” as we see the terrified face of the father of a student driver, with only the safe check-in notification cueing the vocal to deliver a remedial "helloooooooo". The track, originally a vinyl release under the pseudonym Nathan Yell, was lost to the digital world and our placement finally earned it a release to DSPs.

In One More Time, JJ & The Mood count down our budding karate master's seemingly endless attempts to chop planks of wood with his bare hands. All the while, his supportive father videos on and on with no sign of the battery running empty.

In Crash Test Dummy, Gene Chandler's lament “You Can’t Hurt Me No More" soundtracks the invincibility felt by an inanimate crash test dummy, now with his added protection of crash detection.

In Battery For Miles, our farmer makes sure everybody sees him taking his prize pumpkin to the county fair as he rolls along to Ludacris' “Two Miles An Hour”.