Apple published a new video to celebrate Canada’s inclusive spirit today as the company’s latest ad for its ‘Shot on iPhone’ campaign.
The inspiring commercial was created by three Canadian artists with the help of iPhone owners across the country. Like many of Apple’s other ‘Shot on iPhone’ ads the new ‘Portrait of Canada’ spot features a montage of short videos and photographs captured by iPhone.
Photographer Caitlin Cronenberg was hired to drive around Canada and shoot many of the main shots in the ad while Humble the Poet also makes an appearance sharing a monologue throughout the ad.
“Canada now represents an unparalleled freedom. We’re not simply tolerant, we celebrate and live diversity on our own terms,” Humble the Poet told Apple. “We are each unique, and it’s that individuality that is our common thread, connecting us to something greater than ourselves. I’m inspired by the moment we’re in as a country, and as a people. My words are my contribution.”
Music for the ad was written by first nations band A Tribe Called Red. The group is also the first to make an appearance on Apple Music’s new live concert show, House of Strombo.