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Apple “Detectives” 2022

Apple “Detectives” (2022) is an Apple commercial directed by David Shane for Apple, produced by O Positive. It won 12 awards, including Cannes Lions 2022 Film Gold, One Show 2022 Gold Pencil — Film and The One Show 2022 Television & VOD / Long Form - Single Gold Pencil.

Two detectives in a car discuss cinematic focus, with one complaining about being blurry, leading to a humorous reveal about the iPhone's cinematic mode.

Video: Apple on YouTube

Frames

  1. Two detectives in a silver sedan are parked on a dirt road overlooking a dusty, remote town in a valley surrounded by hills.© Apple0:00
  2. Two men, one Black and one white, sit in a car, talking. The Black man is in the foreground, in focus, while the white man is out of focus in the background.© Apple0:02
  3. Apple “Detectives”, shot 2© Apple0:11
  4. Apple “Detectives”, shot 2© Apple0:20
  5. Apple “Detectives”, shot 2© Apple0:28
  6. Apple “Detectives”, shot 2© Apple0:37
  7. A close-up shot of the back of a silver iPhone 13 Pro, highlighting its three camera lenses, with text overlays appearing and changing.© Apple0:54

Stills © Apple. Made by Apple, O Positive and David Shane.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Cinematic mode makes everyone the star, even the supporting cast.

Tagline: “Hollywood in your pocket.”

meta-commentarybuddy cop duohumorous misunderstandingproduct as solutiondesert settingfocus shift

The cut

Length
60 s
Shots
4
One take
52 s in a single shot

What creatives use Apple “Detectives” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Apple “Detectives”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Two detectives in a silver sedan are parked on a dirt road overlooking a dusty, remote town in a valley surrounded by hills.© AppleTwo men, one Black and one white, sit in a car, talking. The Black man is in the foreground, in focus, while the white man is out of focus in the background.© AppleApple “Detectives”, 0:11© AppleApple “Detectives”, 0:20© Apple
    Frames from Apple “Detectives”

  2. 02How a one-take commercial is built

    52 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    Two detectives in a silver sedan are parked on a dirt road overlooking a dusty, remote town in a valley surrounded by hills.© AppleTwo men, one Black and one white, sit in a car, talking. The Black man is in the foreground, in focus, while the white man is out of focus in the background.© AppleApple “Detectives”, 0:11© AppleApple “Detectives”, 0:20© AppleApple “Detectives”, 0:28© AppleApple “Detectives”, 0:37© Apple
    Length: 60 s · Shots: 4 · One take: 52 s in a single shot

  3. 03Ad ideas: every spot built on a meta-commentary

    Before you present an idea, you need to know who has done it, and how.

    Apple “Detectives” is built on a meta-commentary. Search the library by idea to see every spot that uses it.

    Uber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCeraVe “Michael CeraVe”© CeraVeTubi “Interface Interruption”© Tubi
    Uber Eats · Uber Eats + Special US · CeraVe · Tubi

More commercials by David Shane

  • Uber/Uber Eats "When You’ve Done Enough - Evil’d Enough" (2025) commercial still© Uber/Uber EatsUber/Uber Eats “When You’ve Done Enough - Evil’d Enough” 2025Dir. David Shane · MotherThe One Show Gold 2025
  • Apple "Pudding" (2025) commercial still© AppleApple “Pudding” 2025Dir. David Shane · AppleAICP Awards Winner 2025
  • Uber One for Students "Brian Cox Goes to College" (2024) commercial still© Uber One for StudentsUber One for Students “Brian Cox Goes to College” 2024Dir. David Shane · SpecialEmmy (Outstanding Commercial) 2025
  • Snickers "Grandma" (2019) commercial still© SnickersSnickers “Grandma” 2019Dir. David Shane · BBDOLondon International Awards Gold 2018
  • Mars "Fantasy Night" (2018) commercial still© MarsMars “Fantasy Night” 2018Dir. David Shane · BBDOLondon International Awards Gold 2018
  • HBO GO "What's He In" (2014) commercial still© HBO GOHBO GO “What's He In” 2014Dir. David Shane · SS+KCannes Lions Gold 2014

More from Apple

Award-winning telecom commercials

  • KPN "A Piece of Me" (2024) commercial still© KPNKPN “A Piece of Me” 2024Dir. Emma Branderhorst · Dentsu CreativeEffie Awards Grand Prix 2024
  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026

Questions

Who directed the Apple “Detectives” commercial?

David Shane directed it, produced by O Positive, for the agency Apple.

Which agency made Apple “Detectives”?

Apple created it for Apple (2022).

What awards did Apple “Detectives” win?

12 awards, including Cannes Lions 2022 Film Gold, Cannes Lions 2022 Film Gold (Consumer Goods), One Show 2022 Gold Pencil — Film and The One Show 2022 Television & VOD / Long Form - Single Gold Pencil.

What is the tagline of Apple “Detectives”?

“Hollywood in your pocket.”

Sources for the credits and awards

en.wikipedia.orgen.wikipedia.orgThe WorkThe Workoneclub.orgoneclub.orgoneclub.orgaicpawards.comThe WorkThe WorkThe WorkThe Work