Apple calls on IT Crowd for UK iPhone 6 adverts

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Apple has remade its latest two commercials for the UK, eradicating Americans Jimmy Fallon and Justin Timberlake, and replacing them with IT Crowd comedy legends Richard Ayoade and Chris O’Dowd.

The two ads in question are Duo and Health (Apple apparently deciding that Huge and Camera should remain US-only, for now). The former seemingly concentrates on Apple’s new iPhones being revolutionary advanced machines, in rather unfunnily riffing off Also Sprach Zarathustra from 2001: A Space Odyssey. (Another thought might be that the new devices are merely as big as a monolith, in a manner not everyone’s entirely thrilled about.)

The Health ad is much better and has Ayoade and O’Dowd try to one-up each other regarding their fitness levels. It wins extra points for an amusing mention of Arctic Roll and, in a statistic we just entirely made up, is approximately 50 per cent less annoying than its US counterpart.

Compare the ads on Apple’s US website and UK equivalent. (And if they don’t work, for some reason, ask yourself this: “Have you tried turning it off and on again?”)

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I’m a regular contributor to Stuff magazine and Stuff.tv, covering apps, games, Apple kit, Android, Lego, retro gaming and other interesting oddities. I also pen opinion pieces when the editor lets me, getting all serious about accessibility and predicting when sentient AI smart cookware will take over the world, in a terrifying mix of Bake Off and Terminator.

Areas of expertise

Mobile apps and games, Macs, iOS and tvOS devices, Android, retro games, crowdfunding, design, how to fight off an enraged smart saucepan with a massive stick.