Apple has rolled out a campaign, 'Slide' for its iPhone 17 Pro to showcase the features of its Ceramic Shield 2 above the screen.

The campaign consists of an ad film.

The film is set in a boardroom, where two opposing parties sit at opposite ends of an unusually long conference table, accompanied by their lawyers. During the negotiation, one lawyer claims that her client has been completely fair and slides an iPhone 17 Pro, face down, across the table to present the deal. After reviewing it, the opposing client rejects the terms and sends the phone sliding back across the wooden surface.

Despite the repeated impact and friction, the screen remains completely unharmed. The film concludes with on-screen text reassuring viewers, “Don’t worry, it’s an iPhone,” highlighting that the device is three times more scratch-resistant.

What we think about it: While the concept lands its message clearly, it leans more on spectacle than storytelling, making the film memorable for the slide rather than the brand insight behind it.

The campaign was released on YouTube on 18 January.