Ad of the Day: Woman fixates on niche plates in offbeat Apple Pay spot [Video]

Nick Ball directed the short, which was created in collaboration with Apple’s in-house agency and sets the tone for the holiday season.

Niche interests are thriving, fueled by the rise of tight-knit communities on social media platforms such as TikTok, and Apple is fully embracing this trend.

In its latest short, a woman is seen gazing longingly at her phone at a plate she’s considering buying. As the camera pulls back, it becomes clear this isn’t her first foray into the hobby, and plates completely surround her.

Set to the catchy beat of Chromeo’s One Track Mind, the ad showcases the ease and convenience of using Apple Pay and doubles as the brand’s first holiday campaign for the season.

Crafted by Apple’s dedicated in-house creative team, the spot is part of a larger Apple Pay campaign. It will roll out across multiple platforms, including connected TV, YouTube and various digital …

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