Apple iPhone "Break-in" | Adweek Apple iPhone "Break-in" | Adweek
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Apple iPhone "Break-in"

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The introductions of new Apple products, particularly iPhone upgrades, are always swathed in such secrecy, it's fitting that the commercial for the 3GS has a spy theme. Directed by David Fincher, the spot shows a man breaking into an Apple facility to check out the new product. "I think it's the same," he whispers from the above, after dangling his spy gear through a vent for some stealthy reconnaissance work. When an Apple employee returns to the workstation he sees that espionage has taken place, with the evidence recorded on "the iPhone you love, now with video." The ad follows up last year's clip introducing the first 3G handset with equally filmic drama, showing two men carrying the unit in a heavy-duty suitcase through a high-security facility. --Eleftheria Parpis