TBWA\Media Arts Lab, Apple and Secret Agent Aubrey Plaza Talk Time for the iPhone 6S

TBWA\Media Arts Lab launched a pair of new spots for Apple’s iPhone 6s with a decided focus on time.

The 30-second “Less Time,” featuring a cameo from Aubrey Plaza, focuses on how the phone can do more, faster. Thanks to the phone’s “3D Touch” features, the voiceover explains, “you can do a ton of stuff in a lot less time,” like watching a video without opening it or checking out a website without visiting it. Or, as Plaza shows, quickly peak your flight and realize you missed it. That the actress missed her flight may actually be a bigger deal than initial viewing would have you believe. As Adweek points out, a screengrab shows that Plaza is a actually a secret agent and “the fate of the world” depended on her catching that flight. That kind of a fun little easter egg, as is the fact that the sender of email is apparently TBWA\Media Arts Lab account executive Ken Orlino. A second 30-second spot also plays with time, promoting the phone’s Live Photos feature which makes photos “come alive when you touch them” before concluding with a time travel joke. As far as we know there are no such easter eggs in the second spot. The feature-centric spots, while not exactly revelatory, are a definite improvement over Apple’s recent bland in-house efforts for the phone. With the world apparently doomed, however, we’re not sure how long they’ll run.