Apple Debuts New 'Balloons' Ad Focusing on New iOS 10 Screen Effects Feature in Messages

Apple today shared a new television ad on its YouTube channel, designed to introduce people to the new Screen Effects feature in iOS 10. In the minute-long spot, a sole red balloon drifts through mountains, over the sea, and through hilly terrain to reach the city, where it's joined by hundreds of additional balloons floating through the streets.

The shot pans to an iPhone user who receives a "Happy Birthday" message, where balloons fill up the screen to accompany the text. It ends with the tagline "Expressive messages on iPhone 7. Practically magic."


Introduced in iOS 10, Screen Effects are designed to make the messages experience more emotive, personal, and fun. Screen Effects temporarily alter the look of the Messages display with full screen animations that play alongside text messages. There are several animations, ranging from balloons and confetti to lasers and fireworks.

With certain keywords like "Congratulations!" or "Happy Birthday!" Screen Effects play automatically whenever the relevant text phrase is sent to an iPhone user who has iOS 10 installed.

Top Rated Comments

LordQ Avatar
55 months ago
Wow, that ad was brilliant.
Score: 23 Votes (Like | Disagree)
mrwr Avatar
55 months ago
Nice homage to "The Red Balloon" an absolute classic french film from 1956. If you enjoyed this you have to see the original it really is magical!
Score: 21 Votes (Like | Disagree)
Nautilus007 Avatar
55 months ago
I find apples new ads to be stupid. Honestly, my favorite was the retina macbook pro ad they ran years ago for the 15 inch. short sweet and to the point.


Score: 15 Votes (Like | Disagree)
ysr Avatar
55 months ago
Apple's ads been on point lately, amazing!
Score: 10 Votes (Like | Disagree)
pbasmadj Avatar
55 months ago
People really like this that much? Not to be the antagonist, I don't want to be "that guy" but it was far too emo for my taste. Like come on.
Score: 8 Votes (Like | Disagree)
keysofanxiety Avatar
55 months ago
Awwh. That's a really nice advert.
Score: 8 Votes (Like | Disagree)

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