Apple wants to creep you out with the new iPhone 7 advertisement

There is a new Apple ad out for the iPhone 7, and it is one of the freakiest Apple commercials so far. The monochrome video is dark and spooky. White lights sweep through a forest at night highlight the gnarled branches of trees. An Owl stares at you and if you stare back too closely, you can almost see murder in the irides.

This is supposed to say something about the iPhone 7 Plus dual cam, but I am not sure exactly what. Then a hip hop montage, a series of rapid cuts including a ball falling in liquid, a camera flash going off, the dual cameras on the iPhone 7 itself… and then, the owl again. This time it is a close up of just one eye of the owl, with a dilating pupil. [caption id=“attachment_335386” align=“aligncenter” width=“640”]  Left: The owl from the Apple iPhone 7 Ad. Right: A still from Requiem for a Dream. A similar image appears on the poster of the movie.[/caption] Very similar to the montages in Requiem for a Dream by Darren Aronofsky. This owl may be in need of some help. Another series of fast cuts, a stag, a stage with twin spotlights, two concentric circles of rippling waves. These are not for the cameras, this is to represent the stereo speaker setup in the iPhone 7. [caption id=“attachment_335389” align=“aligncenter” width=“640”]  About to use the Iris Scanner on the Samsung Galaxy Note 7[/caption] Then, eerie rain that Zack Snyder would approve of. This is to showcase the waterproofing on the iPhone 7. A boxer, some punches, an explosion, some ferrofluid, and then it ends with a shot of the iPhone 7 in the center of streaking lights. [caption id=“attachment_335379” align=“aligncenter” width=“640”]  Image: Apple[/caption] That looks just like the monolith from 2001: A Space Odyssey by Stanley Kubrick_._ Maybe Apple is trying to say that this device is like a universal swiss army knife that can be suitable for any purpose on demand. [caption id=“attachment_335380” align=“aligncenter” width=“640”]  Image: the monolith from 2001: A Space Odyssey with Streaks from the Stargate sequence[/caption]