Skip to main content

Apple once again highlights Ceramic Shield benefits in new iPhone 12 ‘Fumble’ ad

Last week, Apple shared an ad promoting the durability of the iPhone 12 showing someone cooking at home while filling the smartphone with flour and dropping it several times. Today the company posted a new ad on its YouTube channel reinforcing the benefits of the Ceramic Shield glass used in the iPhone 12.

Named “Fumble,” the fun 30-second advertisement shows a woman accidentally dropping her iPhone on the street while talking on the phone. The iPhone 12 falls into the ground, and as you might expect, nothing happens to it.

“iPhone 12 with Ceramic Shield. Tougher than any smartphone glass. Relax, it’s iPhone,” says Apple in the video description. Interestingly, the new ad appears to be part of a new iPhone 12 campaign as Apple used the same phrase “Relax, it’s iPhone” from the ad aired earlier this month.

You can watch the ad below, which features the song “The Conference” by Nitin Sawhney — click here to listen on Apple Music.

https://www.youtube.com/watch?v=t72nquFeCQQ

Check out Apple’s official channel on YouTube to watch more Apple advertisements.

FTC: We use income earning auto affiliate links. More.

You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

Comments

Author

Avatar for Filipe Espósito Filipe Espósito

Filipe Espósito is a Brazilian tech Journalist who started covering Apple news on iHelp BR with some exclusive scoops — including the reveal of the new Apple Watch Series 5 models in titanium and ceramic. He joined 9to5Mac to share even more tech news around the world.