Remembering a new password, even one you just created this morning, can stump you in any situation. Sometimes it can even feel like you’re in the spotlight, sweating in front of a gleefully tense and elegantly dressed audience of hundreds—or at least, that’s the metaphor Apple is going with in its new spot for the iPhone X.
In the ad, we see a golden-age quiz show contestant doing the mental gymnastics of remembering his newest password, as the crowd becomes increasingly worked up and borderline hostile.
With the payoff being that the iPhone X makes password management simple by using your face as a universal login, the spot is rich in costume and set design, among other fun details. In a few fleeting shots, you can see that the long table is reminiscent of a smartphone.
The new Apple spot, though stylistically very different, is reminiscent of the brand’s “Unlock” spot from earlier this year, in which a woman develops the superpower to open up just about anything once she realizes her glance can access her phone.